Land Rover celebrates ‘Can and Will’ spirit

JonathanJune 12, 2014

Land Rover UK has launched a new campaign called ‘Can and Will'. Using the car maker's iconic ‘go-anywhere' attitude, the company hopes to encourage and inspire people of all ages to challenge themselves and fulfil their ambitions.

The campaign is built on the success of British manufacturer's Hibernot scheme, which aimed to encourage people to indulge in winter activities, trails and seasonal days in the UK.

A new advert, which premiered on ITV last night (June 11th), has been created by director Kevin MacDonald to champion the Can and Will challenge.

The minute-long film stars a number of people that Land Rover think have demonstrated the spirit of the campaign. One of the legends featuring in the advert is Mike Goody, who lost a leg while on patrol in Afghanistan but is now aiming to represent Great Britain in this September's Invictus Games, and win gold. 

Gwyn Haslock also stars in the film. The 68-year-old is Britain's first competitive female surfer and is still taking on the waves after more than 60 years on a board. Each of the stories behind the people in the film can be found on the Can and Will website, which also features some 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.

Laura Schwab, Jaguar Land Rover UK marketing director, said the new campaign is "a celebration of the spirit of determination". She added that Can and Will is all about taking on new challenges and not giving up 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 prides itself on, with a host of exciting and inspirational activities. The initiative will have a huge online presence, featuring on Facebook, Twitter and YouTube.

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