The Deconstructed Brief

Our roads look different.

Our roads look different.

Brand: Land Rover

Agency: M&C Saatchi

Campaign: “Above & Beyond”


Land Rover has well established itself as the atypical SUV.

Whereas other SUVs tout urban luxury, ample space for the trendy suburban family or American country off-roading, Land Rover has long positioned itself as being for those with an appetite for exploration and adventure across beautiful African landscapes. 

From our perspective, the challenge was simple. How would Land Rover continue to reinforce its position of “Above & Beyond” in an inspiring and thought-provoking way?


If the roads look different for Land Rover, then the rules of the road must look different, too. 

One Thought:

Different roads, different rules

Lessons to be learned:

  • Make something familiar and restructure it in a novel way — This is one of many definitions of creativity and, for many of you, this isn’t a ground-breaking statement. But it is worth repeating and, hopefully, remembering. Land Rover is taking common rules of the road that every prospective driver would know and presents the African safari equivalent. It does a great job taking the familiar and presenting it in a novel way — which is creativity at its finest.
  • Less is more — Some of the best writers are those that do the least writing. It takes a tremendous amount of craft and skill to write in a way that gets the point across and inspires in as few words as possible. These ads feature only a handful of words yet are tremendously powerful. Yes, it is a brand-building ad and not a product/feature ad, but Land Rover clearly believes that, if you inspire, those interested will seek you out to learn more.
  • You don’t always have to show the product. — Every situation is different, and we’re not advocating that every campaign omit the product for creativity’s sake. However, there is a precedent for this, which is appropriate at times. (See Apple’s iconic 1984 spot and Don Draper’s Heinz pitch in “Mad Men.”)