“Not driven by vanity or fashion, but a desire to serve.”
Land Rover’s new “Above and Beyond” commercial showcases the company’s 65-year history, emphasizing the familial relationship between the original Land Rovers and the modernized vehicles of today.
The advertisement’s message is well crafted, highlighting a common DNA - one of service and capability - that has manifested in each generation of Land Rover. The video’s narrative of family is compelling, and appears determined to bridge a gap that exists between the original Land Rover trucks and the sleek, refined vehicles that currently leave the manufacturing plant today.
The “Above and Beyond” phrase used in the video has been officially trademarked by Land Rover, so we can expect to see it in future marketing campaigns. We like the phrase and the video – both steps in the right direction. What do you think?
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