Land Rover in July 2006 launched its online ‘Go Beyond’ adventure interactive web site with a TV advertising campaign.
The driver of a Land Rover looks through his window as a voiceover, (Ewan MacGregor), provides a commentary. There’s a hint of wilderness, city lights and then ‘Beyond’.
“There is a place called beyond. where the ordinary becomes the extra ordinary. Where people dance like no one’s watching, and caution is thrown to the wind. In Beyond dirty is better than clean, now is better than never, and dare is better than don’t. We can all get to this place just pack some courage, some spirit, and some nerve. Then go! Go AWOL! Go off the page. Go Beyond.”
With the driver we see a boy on horseback riding through sheep made of clouds, a woman dancing at a petrol station, a fast food drive-through operator climbing through the window to embrace her boyfriend, children on a mud slide, a young woman visiting what we assume to be her estranged mother, and fire dancers. The spot ends with a shot through the window of a city office.
Click on the image below to play the video in YouTube
The Land Rover Go Beyond campaign was developed at Rainey Kelly Campbell Rolfe/Y&R, London, by creatives Pip Bishop and Chris Hodgkiss, with agency producer Tim Page.
Filming was directed by Nicolai Fugslig via MJZ, London, with producer Nelly Jordan.
The Mill team included producers Darren O’Kelly and Fi Kilroe, colorist Paul Harrison, Lead Flame Neil Davies, Flame artist Jay Bandlish, CG producer Gil James, CG supervisor Robert Kolbeins, CG animators Mikko Martikainen, James Sindle and Andrew Cadey, and Matte painter Dave Gibbons.
Land Rover Go Beyond Microsite