Red Cross Pushes Land Rover to the Limit in Rigorous Desert Training Ad
Today, Land Rover has released a new online film, shot by Foxtrot Papa, documenting the latest stage in the new Defender model’s rigorous training programme. Shot on location in Dubai, the film sees the car put through its paces under the watchful eye of all-terrain experts from the International Federation of Red Cross and Red Crescent Societies.
This test in Dubai coincides with the renewal of Land Rover’s global partnership with the IFRC – a relationship that dates back 65 years to 1954, when the first specially adapted Land Rover entered service in the region as a mobile dispensary.
This year marks the humanitarian organisation’s centenary as it celebrates ‘100 Years of Hope.’ Over the next three years, Land Rover will support disaster preparedness and response initiatives in locations including India, Mexico and Australia.
Andy Thomas, executive creative director at Foxtrot Papa, said: “The original Defender was an icon and this new model is no exception. The stunning vistas and challenging conditions of the Dubai desert, made it easy to showcase everything this stunning car is capable of.”
Nick Rogers, executive director product engineering, Land Rover added: “Jaguar Land Rover is proud to support the work of the IFRC. Since 1954 our vehicles have enabled access to remote and vulnerable communities, helping them become more resilient, and we hope the new Defender will maintain this heritage. The dunes of Dubai are the perfect place to confirm that this is the most capable Land Rover ever made.”
The film is part of a broader series of short documentary-style films created by Foxtrot Papa, which see the hotly anticipated new car ‘tested by experts’ ahead of its world premiere later this year.
