From van man to new man going extra mile.
The new advertisements, on Sky Sports, show the usually stereotyped van man as caring, considerate and a knight of the road.
Nikki McCluney, LDV's marketing operations manager, oversaw the project, which was written and created by TBWA GGT Simons Palmer and follows LDV's theme for 2000 - 'We'll change the way you think about vans'.
She said: 'We deliberately set out to show people that not all van drivers are loudmouthed careless drivers, but many are courteous, thoughtful and go that extra mile for other drivers.
'LDV strives to demonstrate the versatility of its product range and we hope the advertisements change the way many view both van drivers and our company.'
The advertisements are based around a series of sketches. Viewers see a pizza delivery boy trying to race a van man at traffic lights, but he doesn't rise to the bait and the boy burns off in juvenile fashion. The van driver then lets an obnoxious businessman in a flash sports car into his lane of traffic, while smiling.
In another scene, the van driver reverses into a car and breaks a headlight, but, instead of driving off, he leaves his insurance details. Finally, we see him wolf-whistle at a beautiful woman, but, just as viewers think he's returned to laddish ways, it becomes clear he is trying to let her know that she has dropped her shopping.