Land Rover North America has launched a new online video titled; Roam Free that celebrates the capabilities of the brand’s luxury vehicles.
The 60 second video uses the free-form discipline of parkour to bring to life the brand’s essence.
Land Rover’s creative team at Y&R NY tapped director Noam Murro to capture the essence of the brand’s all-terrain, go anywhere, and do anything feeling of freedom and premium all-terrain capability.[ Also Read: Top 20 Digital Brand Campaigns of 2012 ]
The Roam Free video focuses on four parkour or free running athletes demonstrating amazing feats of balance, fitness and agility. The journey and movement of the athletes represents the “Above & Beyond” capabilities of Land Rover vehicles, according to the company.
“Today, more than ever, consumers build their opinions of brands based on how they present themselves in digital, social and mobile,” said Ken Bracht, communications manager, Land Rover North America.[ Also Read: Daniel Craig Stars in Range Rover Sport Film ]
The group movement in Roam Free was specifically choreographed to provide viewers with a virtual comparison to the reality of the way a Land Rover vehicle drives and feels on and off road.
Coming full circle to truly encompass the Land Rover brand, the video is set to play with the tranquil sounds of the composer Johann Sebastian Bach. The announcement was made Wednesday, May 1.
Land Rover is the British maker of Land Rover and Range Rover sport utility vehicles.