RKCR Celebrates ‘Can and Will’ Spirit for Land Rover UK

By Erik Oster 

RKCR has launched a new campaign entitled “Can and Will,” which celebrates the “go anywhere” attitude of the Land Rover brand.

The campaign is centered around a 60-second television spot featuring individuals who embody the “Can and Will” spirit, including Mike Goody, who lost a leg in Afghanistan and aims to represent the UK in the Invictus Games this September (which Land Rover will be sponsoring), and 68-year-old competitive surfer Gwyn Haslock. “Don’t tell me I can’t,” these individuals state, “because I can and I will.” The spot recently began broadcasting on terrestrial, cable and satellite channels, in addition to ITV advert breaks during World Cup games. The stories behind the individuals in “Can and Will” can be found on the campaign website, www.canandwill.co.uk. Additionally, 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,” which will be broadcast during breaks in Channel 4 programs and through C4’s digital platforms. The campaign will run throughout the summer.


“Our new ‘Can and Will’ brand campaign is a celebration of the spirit of determination,” said Jaguar Land Rover UK Marketing Director Laura Schwab. “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.” We’ve got credits after the jump.


Creative Director
Jules Chalkley
Art Director
Tim Brookes, Nick Simons
Phil Forster, Jules Chalkley
Business Director
Nick Fokes
Agency Producer
Savana Jones-Middleton
Paul Murphy
Director/ Production Co  
Kevin MacDonald/Rogue
Sophie Hernandez Weldon
Sam Rice-Edwards @ The Assembly Rooms
Post Production
Huss Hassani @ Big Buoy
Sound Design
James Saunders @ LFO Sound
Lee Aldridge
Jaime Feliu Torres
Media planning/buying