This is one of those commercials which we, after viewing, usually say something like, “Damn, it took them long enough to make their point!” But, we’re not going to say that about this new Land Rover commercial created by RKCR/Y&R and voiced by Ewan McGregor. This mini film is so enveloping, so lush, so celebratory, so entrancing, so uplifting, so motivational, so encouraging, so everything, it doesn’t matter what it’s selling. However, Land Rover has chosen to position itself as the enabler in making one’s dreams come true, to assist in achieving one’s goals to clearly illustrate there are no barriers that can not be overcome if one casts aside the rule book and follows their heart.
OK, yes, it’s just a car commercial selling a piece of steel that provides transportation from point A to point B but there’s no reason why that piece of steel can’t become the genesis through which one travels beyond the confines of everyday life and into a place where the mundane trappings of everyday life are irrelevant, superfluous and pointless. This spot illustrates the power of the open road. Of impulse. Of belief in one’s dreamt but rarely acted upon desires. Land Rover wants us to believe they are the conduit through which these dreams will be realized. After viewing this commercial, we’re kinda sold.
