The commercial opens on a game warden's truck crossing an Africa savannah to release what we're lead to believe is an animal back into the wild. They lower the truck's tailgate slowly with ropes. They bang on the side of the truck to encourage whatever is in there to come out. But nothing appears. Reluctantly they peer inside. Then all of sudden a Land Rover Freelander roars out of the truck and onto the plain when a new friend, another Freelander, immediately joins it. As the sun goes down on aa rocky escarpment, the wardens watch, mistyeyed, as the two Freelanders join a herd of Freelanders on the plain below.
Philosophy
Born Free sets Freelander in Land Rovers spiritual home of freedom and adventure; the real thing in a segment dominated by insubstantial hairdresser cars. But it does so with a lightness of touch that allows the fun of driving it to shine through. First aired in the UK in January 2000, it is set to appear in at least 14 countries.