To drive sales and awareness of the all-new Range Rover, the client came to Atlantic Re:think with a simple ask: develop a campaign that brings the peerless experience of driving a Range Rover to life.
Auto advertising is usually distilled into creative and narratives that focus on a car's design, performance and amenities. It is a banal approach that fails to break through the clutter. We wanted to lean into the emotional side of driving; the feelings and inspiration that such an experience can evoke. Music felt like the right medium for that, and more specifically, the type of music created for a great cinematic score meant to both capture and heighten specific scenes.
That led to the crazy notion of, "What if we had Hans Zimmer score a drive in the Range Rover?"