Our research illustrated the patriarchal structure of families in the Middle East, specifically the UAE. To reach the affluent young Arabs, the prime consumers of luxury off-road capable SUVs, we had to impress upon their elders Land Rover’s historical dedication to the exploration of roads less travelled.

Technology today allows the mapping of planets, including the surface of Mars, despite this there were places on Earth that were yet to be mapped. Such a place lay directly on the Tropic of Cancer. With no physical marker that served as a key to the location, it was waiting to be mapped. The path lying through unwelcome terrain.

We reached out to two everyday brothers who would be tasked with journeying to the heart of the desert in an LR4. In doing so, they would prove Land Rover’s capability as a vehicle that could master the circumstances brought forth in uncharted territory.

Preparation for this journey looming ahead, the two brothers charted their route on paper. A route that would later be recorded on our Bespoke off-roading app, creating a never before accessed trail for future off-roaders.

Details of the expedition were intimidating; a 6 day journey of 144 hours. Time spent tracing the Tropic of Cancer as it fell within the world’s largest contiguous sand desert.

When news of the expedition reached National Geographic, they were inspired to join in documenting and witnessing the LR4 as it conquered the elements.

Against a terrain of towering sand dunes and changing landscapes, the LR4 challenged the very notion of a luxury SUV being more at home on tarmac than off road.

As the National Geographic crew accompanied the brothers, the LR4 served as a reminder of its true origins as a vehicle that connected people and places in the harshest of conditions.

Succeeding in the mission of their expedition, with the help of the LR4 the two brothers were able to map the Tropic of Cancer as it passed through the UAE. Bringing back with them an unforgettable experience and leaving behind a digital reminder of their journey for eternity. In addition to this, a physical milestone marking the beginning and end of the uncharted part of the Tropic of Cancer.

Footage of their journey along with the LR4 was transformed into a 45 minute primetime special documentary that was broadcast on National Geographic Abu Dhabi a staggering seven times, reaching an audience of nearly 50 million viewers* across the region.

*Approximate viewership in the MENA region