In the ad, a couple continuously drop off their dirt-covered adventure clothes to the dry-cleaner to the bemusement of the owner, until he sees their Discovery 4 outside. It uses the line: "Been anywhere interesting lately?"
The TV spot, which will be supported by print and digital display, was created by Martin Casson and Martin Davey. The creative director was Fraser, who left McCann in November 2010. The ad was directed by Vince Squibb through Gorgeous.