Title: Born Free
Product/Service: Freelander
Advertiser: Land Rover
Adv. Supervisor: Les Knight
Adv. Agency: WCRS London
Agency Producer James Letham
Creative Director: Andy Brittain/Tim Robertson
Copywriter: Steve Little
Art Director: Andy Dibb
Producer: James Letham
Production: Blink Productions London
Producer: Leslie Cavendish
Director: Ivan Zacharias
Lighting/Cameraman: Jan Velicky
Music: Joe & Co.
Length: 60 seconds
Language: English
Type: Television
Business Sector: Four Wheel Drive, SUV(Sports Utility Vehicle)
Date of First Publication: 12/1999
Market: France, Germany, United Kingdom, Italy
Tagline: Freelander, made by Land Rover
Awards:Cannes Lions - International Advertising Festival, 2000 (Gold Lion) for Cars
Epica, 2000 (Winner) for Automobiles
International ANDY Awards, 2001 (ANDY) for Automotive - Single
Philosophy/Solution
Born Free sets Freelander in Land Rover’s spiritual home of freedom and adventure; the real thing in a segment dominated by insubstantial “hairdresser” cars. But it does so with a lightness of touch that allows the fun of driving it to shine through. First aired in the UK in January 2000, it is set to appear in at least 14 countries.
The commercial opens on a game warden’s truck crossing an Africa savannah to release what we’re lead to believe is an animal back into the wild. They lower the truck’s tailgate slowly with ropes. They bang on the side of the truck to encourage whatever is in there to come out. But nothing appears. Reluctantly they peer inside. Then all of sudden a Land Rover Freelander roars out of the truck and onto the plain when a new friend, another Freelander, immediately joins it. As the sun goes down on aa rocky escarpment, the wardens watch, mistyeyed, as the two Freelanders join a herd of Freelanders on the plain below.
