Get Ready to See More of the 2018 Range Rover Velar

Jaguar Land Rover has just launched a new media campaign to introduce the North American market to the Range Rover Velar.

If you’re a frequent visitor to Jaguar Forums, you’ve already seen the 2018 Range Rover Velar a lot. We’ve shared its specs and prices, and even up-close shots of it at events. Get ready to see more of the mid-size luxury SUV because Land Rover has officially started its North American media campaign for it.

Part of that includes the above 30-second spot, which Land Rover calls “Respect.” It shows white wolves barking at a bright presence coming through the front gate of an upscale estate. The Velar enters and rolls right up to the beasts, shining its LED lights at them. They quickly go quiet and show reverence to the sleek machine that fills the gap between the Range Rover Evoque and Range Rover Sport. The Velar proceeds to park in front of an attractive home, its mirrors folding in as its door handles retract into the body work. The nav screen tilts back to become flush with the dashboard.

Starting in the middle of September, the 30-second version of “Respect” will air on networks including Bloomberg, AMC, ESPN, Food Network, and NFL Network. Both the 30-second cut and a 60-second cut of the spot will appear on Hulu as advertisements during fall season premieres.

ALSO SEE: What Forum Members Have to Say

The Velar media campaign includes media partnerships with The Wall Street Journal, Cool Hunting, and Robb Report, which will generate awareness of the vehicle in the Velar’s key demographics, such as people who are interested in reading and learning more about technology, design, style, and business. Land Rover has also teamed up with Condé Nast to connect the Velar with the publisher’s audience. Through that partnership, the Velar be integrated into the 18th annual New Yorker Festival (October 6–8) and displayed throughout that weekend in the Land Rover Theatre at SIR Stage37. The New Yorker will then share video of the Velar across its digital channels.

On top of all that, Architectural Digest, GQ, WIRED, and Vogue will generate custom content that highlights the Velar and the design trends that influenced it.

When Land Rover invites us to drive the Velar during its North American media launch, you’ll be seeing plenty more of it here on Jaguar Forums, too.

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Derek Shiekhi

Derek Shiekhi's father raised him on cars. As a boy, Derek accompanied his dad as he bought classics such as post-WWII GM trucks and early Ford Mustang convertibles.

After loving cars for years and getting a bachelor's degree in Business Management, Derek decided to get an associate degree in journalism. His networking put him in contact with the editor of the Austin-American Statesman newspaper, who hired him to write freelance about automotive culture and events in Austin, Texas in 2013. One particular story led to him getting a certificate for learning the foundations of road racing.

While watching TV with his parents one fateful evening, he saw a commercial that changed his life. In it, Jeep touted the Wrangler as the Texas Auto Writers Association's "SUV of Texas." Derek knew he had to join the organization if he was going to advance as an automotive writer. He joined the Texas Auto Writers Association (TAWA) in 2014 and was fortunate to meet several nice people who connected him to the representatives of several automakers and the people who could give him access to press vehicles (the first one he ever got the keys to was a Lexus LX 570). He's now a regular at TAWA's two main events: the Texas Auto Roundup in the spring and the Texas Truck Rodeo in the fall.

Over the past several years, Derek has learned how to drive off-road in various four-wheel-drive SUVs (he even camped out for two nights in a Land Rover), and driven around various tracks in hot hatches, muscle cars, and exotics. Several of his pieces, including his article about the 2015 Ford F-150 being crowned TAWA's 2014 "Truck of Texas" and his review of the Alfa Romeo 4C Spider, have won awards in TAWA's annual Excellence in Craft Competition. Last year, his JK Forum profile of Wagonmaster, a business that restores Jeep Wagoneers, won prizes in TAWA’s signature writing contest and its pickup- and SUV-focused Texas Truck Invitational.

In addition to writing for a variety of Internet Brands sites, including JK Forum, H-D Forums, The Mustang Source, Mustang Forums, LS1Tech, HondaTech, Jaguar Forums, YotaTech, and Ford Truck Enthusiasts. Derek also started There Will Be Cars on Instagram, Facebook, and YouTube.

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