WCRS campaign dramatises Land Rover’s versatility

WCRS kicks off the global launch of Land Rover’s new Discovery vehicle this week with a national press and television campaign highlighting the car’s performance on and off the road.

WCRS kicks off the global launch of Land Rover’s new Discovery

vehicle this week with a national press and television campaign

highlighting the car’s performance on and off the road.



The capability of the vehicle is dramatised by showing it driving

through an off-road environment which is then seamlessly merged with

another vehicle performing the same manoeuvres on the road.



Similarly, when the Land Rover’s new technology is demonstrated, both

town and country environments are merged as the vehicle performs

identical manoeuvres.



First it is seen swerving quickly to avoid a manhole in the road and

then a geyser in the desert, both of which demonstrate the car’s ’active

cornering enhancement’. The five-cylinder turbo diesel engine is

demonstrated as the Discovery accelerates to avoid a falling pylon and

then a tree struck by lightning.



In the press ads, two sequences merge into one single picture to

illustrate the Discovery’s new technology.



Both the press and television work was art directed by Tom Burnay,

written by Stefan Jones and shot by Doug Foster through Blink. Media

buying is by Zenith Media.



The production team had to find locations that matched each other very

closely. On occasion, they hand-built locations to get the match they

required.



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