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13 January 2022

Its natural habitat... nowhere near a Habitat.

by Jason Stone

Land Rover: “Above and Beyond Land” - 60s

Even those discomforted by the strange beasts who appear to love the internal combustion engine more than they love their own children may have to concede that the Land Rover sneaks past our defences to become a true object of desire. And, if we're honest about it, advertising like this is the reason why.

There's not a West London boulevard in sight as three of the vehicles are transported by ferry to an island which appears to be their natural habitat. It's like they're being released back into the wild after a period in captivity, and there's something genuinely awe-inspiring about seeing what they can do... in the kind of place where they're supposed to be doing it.

Spark44 have excelled over the years in making sure everyone understands that the Land Rover is still the Daddy in this realm. Even if the eye-watering price means that ownership will forever remain an unfulfilled aspiration, it nonetheless remains the car you know you'd need if you were ever required to cross terrain like this.

Director Scott Lyon's visuals have turned a rugged North African landscape into an adventure playground, and takes full advantage of the script's playful suggestion that a waterfall is the local equivalent of a car wash, that you'd need traffic lights to give way for a stampede of wild horses, and so on.

Advertising like this doesn't simply sell the car to us as the best option for off-road adventures... something which is unquestionably true. It sells the idea of us being off-road adventurers ourselves... something which is not. But it does it beautifully, and even though our instinct is to side with Greta on all matters environmental, thanks to advertising like this, we can't help having our own weird crush on this vehicle.

Creative Agency: Spark44 Ⓟ Ⓦ
CCO: Brian Fraser
Creative Director: Matt Statham / Chris McDonald
Agency Producer: Savana Jones-Middleton
Ass't Prod (Agency): Ellee Prior
Film Production: Outsider Ⓟ Ⓦ
Director: Scott Lyon Ⓟ Ⓦ
Producer: Zeno Campbell-Salmon
Cinematographer: Steve Chivers
Editor: Rich Orrick Ⓦ @ Work Ⓟ Ⓦ
VFX: Electric Theatre Collective Ⓟ Ⓦ
Colourist: Connor Coolbear @ Electric Theatre Collective Ⓟ Ⓦ
Location: Morocco

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.