Told from the perspective of a farmer, the video clip describes life in the countryside with a mixture of pleasure and pride. The story is illustrated by cinematic shots showing striking landscapes throughout the four seasons, the labour lovingly carried out every day and family life across the generations. The clip incorporates nine months of camera work, recorded across much of the year, including early mornings and late nights to capture the right light and different types of work carried out on a typical farm.

Live the land campaign

The video is part of Vredestein's Live the Land campaign which was launched in 2016 and focuses on performance and freedom for man and machine alike. The pay-off LIVE THE LAND represents the connection between farmers and their environment. It also makes a link to the way the long lifespan of Vredestein tyres enables farmers to achieve optimal performances, resulting in increased productivity and lower costs. Vredestein strives to help farmers save time and money, which ultimately gives them more freedom in both their private and professional lives.