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A few years ago, Land Rover were persuaded by Spark 44 to take on an audacious driving challenge to demonstrate to the world the full capability of their Range Rovers. The result was astounding. The Dragon Challenge film was the subject of a CraftWorks session in 2018, and an ad industry audience was ushered into pin drop silence by the tension of watching it on a big screen. Four years on, and they have surpassed themselves. You really wouldn't have thought it possible to find a challenge as ridiculous and exciting as the previous one, and they had to travel to a remote part of Iceland to find something suitably insane, but they did it. The filmmaking challenge is extraordinary. Director Lino Russell and producers Tom Whitehead and Jeremy McWilliams have to walk an absolute tightrope to authentically represent the genuine danger of the stunt, while doing their absolute best to ensure the safety of all concerned. They were hugely assisted in the enterprise by the astonishing bravery of stunt driver Jessica Hawkins. Operating, as she does, in a realm dominated by men, Hawkins has to prove herself every time she gets behind the wheel, and – by all accounts – prove herself she did. Despite all of the logistical planning, there was still a question mark about the viability of this drive, but Hawkins was the one person who remains certain that it could be done. This is the kind of bloody-mindedness that sets certain people apart from the rest of us, and we can but admire their bravery. The film itself possesses a grandeur which matches the event it captures. It is its own BTS, and this enables us to feel the tension of the filmmakers huddled against the cold, waiting to see whether the car would make it to the top before it was swept away by the descending water. There is no humour here to leaven the atmosphere... Lino Russell has ramped up the tension to the maximum, leaving no room for even a moment of levity. He is aided and abetted in this by a fantastic soundtrack composed by Valgeir Sigurðsson. It's so unusual and primitive that it sounds as though the mountain itself has been turned into a musical instrument. The sound design by James Saunders complements the composition, (although some of the voices sound as though they may have been recorded post-hoc by people trying to remember how tense they felt, but unable to accurately reproduce it). The commitment to this project is, in itself, part of the advertising proposition. And, judging by the comments on YouTube, it's a commitment which has struck a chord with the target audience. Goodness only knows what Land Rover will challenge a driver to do in 2026... although, perhaps by then, a trip to the supermarket will be sufficiently hazardous.
Product Category: Cars
Territory: UK
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Land Rover Range Rover - 'The Spillway'
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Ice ace. |
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A few years ago, Land Rover were persuaded by Spark 44 to take on an audacious driving challenge to demonstrate to the world the full capability of their Range Rovers. The result was astounding. The Dragon Challenge film was the subject of a CraftWorks session in 2018, and an ad industry audience was ushered into pin drop silence by the tension of watching it on a big screen. Four years on, and they have surpassed themselves. You really wouldn't have thought it possible to find a challenge as ridiculous and exciting as the previous one, and they had to travel to a remote part of Iceland to find something suitably insane, but they did it. The filmmaking challenge is extraordinary. Director Lino Russell and producers Tom Whitehead and Jeremy McWilliams have to walk an absolute tightrope to authentically represent the genuine danger of the stunt, while doing their absolute best to ensure the safety of all concerned. They were hugely assisted in the enterprise by the astonishing bravery of stunt driver Jessica Hawkins. Operating, as she does, in a realm dominated by men, Hawkins has to prove herself every time she gets behind the wheel, and – by all accounts – prove herself she did. Despite all of the logistical planning, there was still a question mark about the viability of this drive, but Hawkins was the one person who remains certain that it could be done. This is the kind of bloody-mindedness that sets certain people apart from the rest of us, and we can but admire their bravery. The film itself possesses a grandeur which matches the event it captures. It is its own BTS, and this enables us to feel the tension of the filmmakers huddled against the cold, waiting to see whether the car would make it to the top before it was swept away by the descending water. There is no humour here to leaven the atmosphere... Lino Russell has ramped up the tension to the maximum, leaving no room for even a moment of levity. He is aided and abetted in this by a fantastic soundtrack composed by Valgeir Sigurðsson. It's so unusual and primitive that it sounds as though the mountain itself has been turned into a musical instrument. The sound design by James Saunders complements the composition, (although some of the voices sound as though they may have been recorded post-hoc by people trying to remember how tense they felt, but unable to accurately reproduce it). The commitment to this project is, in itself, part of the advertising proposition. And, judging by the comments on YouTube, it's a commitment which has struck a chord with the target audience. Goodness only knows what Land Rover will challenge a driver to do in 2026... although, perhaps by then, a trip to the supermarket will be sufficiently hazardous.
Product Category: Cars
Territory: UK
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Ice ace. |
by Jason Stone |
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A few years ago, Land Rover were persuaded by Spark 44 to take on an audacious driving challenge to demonstrate to the world the full capability of their Range Rovers. The result was astounding. The Dragon Challenge film was the subject of a CraftWorks session in 2018, and an ad industry audience was ushered into pin drop silence by the tension of watching it on a big screen. Four years on, and they have surpassed themselves. You really wouldn't have thought it possible to find a challenge as ridiculous and exciting as the previous one, and they had to travel to a remote part of Iceland to find something suitably insane, but they did it. The filmmaking challenge is extraordinary. Director Lino Russell and producers Tom Whitehead and Jeremy McWilliams have to walk an absolute tightrope to authentically represent the genuine danger of the stunt, while doing their absolute best to ensure the safety of all concerned. They were hugely assisted in the enterprise by the astonishing bravery of stunt driver Jessica Hawkins. Operating, as she does, in a realm dominated by men, Hawkins has to prove herself every time she gets behind the wheel, and – by all accounts – prove herself she did. Despite all of the logistical planning, there was still a question mark about the viability of this drive, but Hawkins was the one person who remains certain that it could be done. This is the kind of bloody-mindedness that sets certain people apart from the rest of us, and we can but admire their bravery. The film itself possesses a grandeur which matches the event it captures. It is its own BTS, and this enables us to feel the tension of the filmmakers huddled against the cold, waiting to see whether the car would make it to the top before it was swept away by the descending water. There is no humour here to leaven the atmosphere... Lino Russell has ramped up the tension to the maximum, leaving no room for even a moment of levity. He is aided and abetted in this by a fantastic soundtrack composed by Valgeir Sigurðsson. It's so unusual and primitive that it sounds as though the mountain itself has been turned into a musical instrument. The sound design by James Saunders complements the composition, (although some of the voices sound as though they may have been recorded post-hoc by people trying to remember how tense they felt, but unable to accurately reproduce it). The commitment to this project is, in itself, part of the advertising proposition. And, judging by the comments on YouTube, it's a commitment which has struck a chord with the target audience. Goodness only knows what Land Rover will challenge a driver to do in 2026... although, perhaps by then, a trip to the supermarket will be sufficiently hazardous.
Product Category: Cars
Territory: UK
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