We proposed a similar direction to the Range Rover print for the 2001 Discovery, leading with the brand story first and the model's attributes second. Our TV spot showed Discovery vehicles all around the world, further fueling the global story accompanied by the tag line, "The most well-traveled vehicles on earth." Our :60 TV spot for the Discovery was the most ambitious and expensive commercial that Land Rover of North America had ever produced, which was offset by the fact that the spot ran globally. Eric Saarinen directed the spot and invented the camera system that made its production possible. Bravo. The following print was selected as a finalist in the Stephen E. Kelly Magazine Publishers Award. We didn't win the $100,000. Dang it.
