Exciting new initiative celebrates Land Rover’s above and beyond spirit

  • Inspirational new UK TV advert features people with extraordinary determination
  • Stories behind extraordinary individuals featured on new website:
  • Summer of celebration sees Jaguar Land Rover’s support for the Invictus Games



Whitley, UK, 11 June 2014: Land Rover UK has launched a new campaign called ‘Can and Will’, which uses the brand’s legendary ‘go-anywhere’ attitude to encourage and inspire people of all ages to challenge themselves and fulfil their ambitions.

The initiative follows the success of last winter’s ‘Hibernot’ campaign, which saw Land Rover launch an online hub for winter activities, trails and seasonal days out in the UK.

The initiative is summed up in a new UK TV advert, which premiered on primetime ITV last night. Directed by Kevin MacDonald, the minute-long film features a number of individuals who demonstrate a ‘Can and Will’ spirit. They include Mike Goody, who lost a leg while on patrol in Afghanistan and is aiming to represent Great Britain in this September’s Invictus Games, and win gold. Also Gwyn Haslock, aged 68 – Britain’s first competitive female surfer who is still heading out into the breakers after 60 years on her board.

The stories behind these extraordinary individuals can be found on the campaign website, The film also includes dramatic scenes of the UK’s only female daredevil ‘wall of death’ motorcyclist, stunning coastal rock-climbing, a Virgin Galactic spaceflight training simulator and the fast-growing sport of adventure running.

In addition to many terrestrial, cable and satellite channels, it will be broadcast during ITV advert breaks in many of the forthcoming football World Cup games, starting with the tournament’s first match, Brazil v Croatia, on Thursday 12 June at 7.50pm.


Laura Schwab, Jaguar Land Rover UK Marketing Director, said: “Our new ‘Can and Will’ brand campaign is a celebration of the spirit of determination. It’s about embarking on new challenges, but also never quitting when the going gets tough. It’s an attitude which has seen Land Rover vehicles conquer some of the world’s most inhospitable locations.”

‘Can and Will’ is a summer-long celebration of an attitude that Land Rover drivers exhibit, and includes a host of exciting and inspirational activities. It includes extensive cinema and social media activity, including Facebook, Twitter and YouTube, plus digital placements including The Telegraph, The Guardian and The Huffington Post websites.

A series of mini-documentary films have been commissioned in partnership with Channel 4, with Paralympic hero Ellie Simmons and actor Richard E Grant talking about their ‘Can and Will’ stories. These short films will be broadcast during breaks in Channel 4 programmes and through C4’s digital platforms.

From mid-July, Land Rover will be supporting inspirational talks through and Via TED, Land Rover will curate videos of inspiring speakers under a ‘Can and Will’ theme, while 5×15 will see the staging of a special event where five speakers will talk for 15 minutes each to share their stories.

The ‘Can and Will’ campaign will culminate in Jaguar Land Rover’s sponsorship of the Invictus Games, an international sporting event for wounded, injured and sick Servicemen and women. Staged in London from 10-14 September, it celebrates the strength of the human spirit as more than 400 individuals from 14 nations compete in the face of adversity.