Land Rover has launched an ad in the UK to celebrate the brand’s long history. In the new commercial, which was first aired during the coverage of the Paralympic Games on Channel 4 yesterday, August 29, the brand is looking back at its past, and demonstrates its dedication to perfection, comfort and reliability.

Photo: A snapshot from the new Land Rover commercial «Above and Beyond”

The 1-minute spot, developed by Y&R, features footage from different years of the brand’s history, starting with early 1947, when first Land Rover autos were introduced, and finishing with 2012. The brand positions its range as the family of cars, evolving over decades. “Looking to the future, we raised a family to be proud of. Offspring with the same entrapping DNA—like father, like sons,” says the voiceover. The brand also notes that it is not going to stop its transformation for better—“65 years on, we continue to go above and beyond.” (Watch the commercial here at www.the BrandRebublic.com)

The spot also got a shorter version, the 30-second one, with is also launched for the TV format and can be viewed via tablets, iPhone, desktop and Virgin TV and in Channel 4 coverage of the sportive event. Both versions will be airing through the end of September, even after the Paralympic Games are over.

“The campaign marks the beginning of an exciting new journey for the Land Rover brand and signals our progression towards our future vision to be the world’s SUV brand of choice for today and tomorrow,” commented Laura Schwab, marketing director at Land Rover.