Land Rover is '70 years young' in anniversary ad with lots of kids but not a car in sight

Film by Spark 44 uses non-actor children from all over the world

By Alexandra Jardine. Published on Apr 30, 2018

Editor's Pick

Land Rover is celebrating its 70th anniversary this year, but it wants to remind us it's still a brand with an adventurous spirit.

To mark the milestone, agency Spark44 has made an ad which doesn't have a car in sight, but instead a series of children running around and playing outdoors remind us what it is to be young. In particular they accuse adults of growing up to be boring: "All you do is work, and do groceries, and talk about the economy."

Production company You are Here and director Joe Connor made the film using non-actor children from all over the world (including locations such as Bulgaria and Nepal) and as a result there's a nice authenticity to the kids' urgings.

The spot concludes with the line: "We've all got to grow up... but it doesn't mean we have to grow old inside." It's running on TV and online, with the message that Land Rover is "70 Years Young."

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Apr 30, 2018
Land Rover
Global Chief Creative Officer:
Brian Fraser
Spark 44
Creative Director:
Mike Boles
Creative Director:
Jerry Hollens
Agency Producer:
Roz Prentice
Agency Producer:
Alex Rofaila
Global Head of Accounts:
Jonathan Hill
Business Director:
Jon Busk
Account Director:
Gordo Whittaker
Senior Account Manager:
David Hampton
Production Company:
You Are Here
Joe Connor
Jeremy Goold
Production Assistant:
Annelise Meisel
Director of Photography:
Justin Brown
Ellie Johnson
Edit Company:
Jack Sedgwick
Tony Rapaccioli
Toby Tomkins
Post Production:
Music Supervisor:
CORD Worldwide
Chris Hill

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