Following on from the ‘Pikes Peak,’ ‘Empty Quarter’ and ‘Inferno Downhill’ challenges; in this, the latest of the Driven Challenges series, we witness the New Range Rover Sport become the first vehicle ever to tackle the 999 steps of Tianmen Mountain, China.
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.
Brian Fraser, Spark44’s Chief Creative Officer commented
“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.
The documentary film can be seen here:
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