Range Rover Sport unveils next chapter in global 'Driven Challenges' series via Spark44 London

L_GL_L494_18_IMG_LR_DRAGON_CHALLENGE_999STEPS_3_resized.jpgFollowing on from the 'Pikes Peak,' 'Empty Quarter' and 'Inferno Downhill' challenges; in this, the latest of the Driven Challenges series, viewers witness the New Range Rover Sport become the first vehicle ever to tackle the 999 steps of Tianmen Mountain, China, part of a global campaign which is currently airing in Australia.

Driven by 2017 Le Mans 24-hour class winner Ho-Pin Tung, the new Range Rover Sport challenged the near 45-degree feat after racing up the 99 turns of Tianmen Shan Big Gate, the winding mountain road heralded as one of the most dangerous and spectacular in the world.

Spark44, Jaguar Land Rover's creative agency, conceived and produced the campaign which will feature across social media, TV, print, outdoor and digital formats. In a media plan booked and bought through Mindshare, it will run globally with the US first launching TV from 12th February 2018.
Says Brian Fraser, chief creative officer, Spark44: "This was the most testing challenge of the four. It was touch and go at some points and we were genuinely concerned whether we would do it or not. But the Range Rover Sport came through again."

The vehicle used was a showroom standard Range Rover Sport PHEV (P400e) - the new petrol-electric performance SUV from Land Rover.

A suite of social films focusing on different aspects of the challenge can be seen here.

Chief Creative Officer: Brian Fraser, Spark44
Executive Producer: Michael de Vries, Spark44
Creative Directors:  John Sutcliffe and Martin Cox, Spark44
Directors: Sam Brown & Tom Barbor-Might, Carnage
Documentary Editor: Colin Sumsion, Big Buoy
Social Film Editors: Nick Southwell, Spark44  & Justin Addleton, Cool Hand Productions
Social Film Producer: Jessica Ormrod, Spark44
Post House: Big Buoy
Grade: Mark Horrobin, Smoke & Mirrors
Sound Composition: CORD WW
Sound Design & Mix:  James Saunders
Photographer: Dom Romney


Ben said:

Beautiful work. Well shot, great camera angles and real tension. The bloke is clearly shitting himself at the bottom of the steps. Nice one.

Rewarded said:

For watching.
Genuinely entertaining.

Bosley said:

This has been everywhere I look for the last 48hrs and if I didn’t want a Range Rover before, I now want to sleep with one and reckon I’d still want to marry it the next morning.
Bonkers idea, beautifully produced and even this cynical old bastard held his breath in the misty end moment that’s perfectly uncomfortably too long..
Forgiving the clunky opening spoiler born of some misguided social metric - someone could well find themselves scaling a few fewer steps to a podium with this one.

Ollie Dymock said:

Brilliant work!

Decoupler said:

Great work and has been consistently great work.
It must help though when you're guaranteed £80m in fees each year !

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