The ‘Can and Will’ campaign used Land Rover's legendary ‘go-anywhere’ attitude to encourage and inspire people of all ages to challenge themselves and fulfill their ambitions.
Directed by Kevin MacDonald, the TV and cinema commercial features a number of individuals who demonstrate a ‘Can and Will’ spirit. They include Mike Goody, who lost a leg while on patrol in Afghanistan and is aiming to represent Great Britain in this September’s Invictus Games, and win gold. Also Gwyn Haslock, aged 68 – Britain’s first competitive female surfer who is still heading out into the breakers after 60 years on her board.
The film also includes dramatic scenes of the UK’s only female daredevil ‘wall of death’ motorcyclist, stunning coastal rock-climbing, a Virgin Galactic spaceflight training simulator and the fast-growing sport of adventure running.
The extended stories behind these extraordinary individuals were then aired on the campaign website.
As part of the campaign there were also a series of three Channel 4 indents featuring Ellie Simmonds, Richard E Grant and Bear Grylls as well as hosting a series of 5x15 talks in Central London.
The campaign will culminate in Land Rover’s sponsorship of the Invictus Games, an international sporting event for wounded, injured and sick Servicemen and women. Staged in London from 10-14 September, it celebrates the strength of the human spirit as more than 400 individuals from 14 nations compete in the face of adversity.
Agency / RKCR/y&r