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