Land Rover Celebrates 20 Years of Rugby Involvement With Emotional Video

Under the slogan #WeDealInReal, Land Rover is celebrating its long-lasting heritage of supporting rugby around the world. This clip is an homage to the small clubs, the teams who laugh in the face of adversity and overcome all hardship just to be able to enjoy the sport they love every week.

And it's hard not to love it. There's a sense of passion, of camaraderie, sportsmanship and hard work that will make you regret you didn't take rugby when you were little. But the most beautiful part is how discreet Land Rover's presence is throughout this whole video.

There's only one Land Rover showing up in the clip and when it does, it receives a slight beating, so it's fair to say the emphasis is on the story, rather than the car itself. The narrative, though, is able to link the brand with what's going on in the video without appearing artificial.

It all starts with the low tiers - the grass roots, as the voiceover puts it - and goes all the way up to the greatest stage - the partnership between Land Rover and Rugby World Cup 2015 where the best players in the world will battle for fame and glory.

You can see where Land Rover is coming from with all this. The new models certainly have a softer visual touch to them, so the company is trying to maintain its rugged look by associating with the appropriate events. Truth be told, though, Land Rover's involvement with rugby goes way back - about two decades ago - so this isn't a move pulled recently to make up for some of the lost grunt. No, it's more a case of fortunate coincidence.