Positively Charged, 1

Credits & Description:

RKCR/Y&R , London has created new work for Range Rover Sport using a Large Hadron Collider-like particle accelerator as the setting for its latest campaign.
Called âPositively Chargedâ the ad, which launched globally on 1 February, sees two particles being fired at each other within the circular tunnel of a particle accelerator. As they collide there is a huge explosion of millions of charged particles that slowly condense to form a white-hot Range Rover Sport.
Category: Automotive
Client: Land Rover
Agency: RKCR/Y&R London
Production: Hungry Man
Country: United Kingdom
Director: Johnny Green
Creative Director: Brian Fraser
Creative team: Adrian Lim and Steve Williams
Post production: The Mill
Business Director: Nick Elliott
Media agency: Mindshare