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Land Rover has chosen Instagram as the focus of the latest iteration of its "#hibernot" campaign.

M&C Saatchi created the ads, which build on the initial idea (from a 2014 campaign by Rainey Kelly Campbell Roalfe/Y&R) that the UK’s dour winters should not put people off from exploring the country. The activity comprises eight films, each representing one of the eight hours of daylight we get in the UK during winter. Land Rover spent about £2 million disseminating the spots on Instagram and their appearance on Instagram users’ news feeds will be targeted to match the real-time number of daylight hours left with the corresponding film.