WCRS tries big game theme for Land Rover

WCRS ’releases’ a Land Rover into the wild in its new campaign for the Freelander.

WCRS ’releases’ a Land Rover into the wild in its new campaign for

the Freelander.



The commercial takes the form of a documentary crew following a group of

game wardens as they release an unseen ’animal’ into the plains of

Africa.



’It’s all wrong,’ one warden comments. ’The city is no place for them.

Stood up all day. Crammed up with no space to move around in. They

should be out here in these wide open spaces where they can run free as

they were meant to.’



The words are spoken in a Zulu dialect and the subtitles are in

English.



There is a sense of anticipation as the wardens attempt to coerce the

animal out of its transportation crate. The wardens then look on

apprehensively as the animal prepares to roam free, but laugh joyfully

when it eventually storms out into the savannah, roaring as it enters

its natural ’habitat’.



The ’animal’ turns out to be a Land Rover Freelander. The small 4x4

vehicle immediately meets a fellow Freelander and the two circle around

the wardens before joining a herd of Freelanders roaming across the

plain.



Patrick Ndlovu, a South African actor, performed the entire commercial

in a Zulu dialect. As well as adding to the commercial’s authenticity,

this allows the film to be shown around the world using the appropriate

subtitles for each country.



The commercial was written by Steve Little and art directed by Andy

Dibb. It was directed by Ivan Zacharias through Blink. Media is handled

by Zenith.



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