This appeared as a board at the entrance to descending escalators. And then again at Cannes, where we won a Bronze Lion in 2000.
In 1999 the roads in South Africa had deteriorated to the extent that every person wanted a 4×4. The market expanded rapidly with vehicles from Japan, South Korea and India.
This ad managed to play the heritage card, as well as talking capability and maintained Land Rover’s command of the market.
It won a Bronze Lion at Cannes in 2000.
Snorkel Optional: Yet again you and your Land Rover have the equipment to go absolutely anywhere.