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
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