Advertising is a marketing communication that employs an openly sponsored, non-personal message to promote or sell a product or service. Basically, it’s a communication that should evoke desire for said product or service after you’ve watched it.
The Land Rover Defender never really needed an advertisement. We always wanted one. In the arena of tough-as-nails off-roaders that could go anywhere, the Defender was in a class of its own.
Now that the new Defender is upon us, a little silver screen time wouldn’t be out of place and what better place than in the next James Bond movie; No Time To Die. In a way, the SUV is the automotive equivalent of Bond. They’re British, a little rough around the edges but otherwise charming, indestructible, timeless and quite an experience to drive (just ask the Bond ladies). Bond will still be driving an Aston Martin though.
In this Defender ad shaped to resemble a behind-the-scenes look at the movie’s action sequences, we see a trio of Defenders and a further three Triumph Scrambler-based bikes launch into the air on ramps and basically drive full-bore on surfaces that would break anything else.
Like all ads, there’s some camera play at work as the launch itself would probably break a Defender but a little clever editing creates the impression that it nailed the rough landing nonetheless and drove off into the sunset.
Of course, where there’s no road, the Defender makes its own. Barreling through mud, dirt, steep slopes, shallow riverbeds and some old Bond villains (perhaps), a helicopter joins the action as well.
As a finale, a Defender does a barrel-roll 360-degree flip onto its roof and lands feet first in the mud, allowing it to drive away like nothing ever happened; sans a few damaged body panels.
All this while, there’s some excellent narration from what should sound like the suave superspy himself but instead comes across as a discount Daniel Craig.