23red founding partner and creative director, Sean Kinmont chose this ad because…
… the writing and production painted a colourful picture: you can see the Yeti with the bad hair on the accursed mountain and almost lick the moss.
This tactile and humorous spot supports the Discovery’s positioning in ensuring that adventure is never far away. Especially if that adventure can be encountered while simply walking the dog with the kids.
It’s a good example of setting a scene where the listener is transported to the windswept craggy Land Rover world.
The multiple characters involved don’t seem to get in the way of the storytelling, and the product benefits are nicely woven into the script.
Selling the promise of 4x4 adventure runs the risk of alienating most of us, but this ad makes it believable and accessible, and not just a car for the likes of Sir Ranulph Fiennes.
Creative team Rob Ganguly, Ben Breathwick
Creative directors Matt Statham, Chris McDonald
Producers Nicola Spence, Alex Rofaila
Studio Grand Central
Sound engineer Gary Turnbull
Voices David Sterne, Max Dowler, Tobias Ungleson, Simon Lipson, Fleur Keith