2020/2021 Winners & Shortlists

Write a short summary of what happens in the film

To climb mountains, to conquer challenges, to make major, fearless moves... it all requires an unyielding, tenacious spirit. This is the spirit the new Defender personifies, and the spirit that has pushed Saudi Arabia forward and to the top in its journey to achieving the country's 2030 vision. This video juxtaposes old with new, starting with the old Defender and a tent, and ending with the new car and modern skyline, to exemplify progress and development over time. Meanwhile, the protagonist remains constant, un-aging, as he is a symbol for the forever-resilient spirit. The arduous journey to the top of the mountain highlights the Defender's tough, dominant exterior and intuitive, state-of-the-art technologies that conquer challenges and endure over rough terrains. Its strength and durability are linked through the voiceover to the spirit of the nation, for whom no obstacle is unsurmountable.

Cultural / Context information for the jury

The launch of the new Land Rover Defender coincided with the Saudi National Day celebrations. This video used product attributes and strengths as a tool to celebrate both the country and the new car.

Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.

Through our insights and our deep understanding of Saudi culture, we designed this video to touch the people of Saudi Arabia and have an emotional impact, as we celebrated the National Day with them. Through the ride of the Defender, we were able to showcase the Kingdom's Vision 2030, and create the association between the brand and the vision, both on a journey to the top. What is more, the Arabic text of the voiceover was carefully crafted, using words and phrases that resonated with the local population.