Every Guinness World Record needs a good set of numbers behind it. Land Rover claimed one last night, having built the world's largest Lego structure, a replica of Tower Bridge, as a backdrop to the reveal of the new Discovery.
In total, 5,805,846 bricks were used to build it. That build took five and a half months, and if laid out flat they would run all the way from London to Paris. Which is convenient, as the Discovery heads off to the Paris motor show tomorrow.
That's the numbers, then, but we're not done there. This reveal had Bear Grylls abseiling out of a helicopter to put the final Lego piece in the Tower Bridge structure, followed by Sir Ben Ainslie driving a Discovery through a rather deep stream towing a replica of his Americas Cup boat - made of Lego.
Which all sounds rather ridiculous when you read about it. But to witness it was all rather impressive, and such events are less designed for the motoring world than they are the celebrity one.
The likes of us at Autocar will write about the Discovery anyway such is the interest of you, our readers, in it, but getting all these celebs along and performing such incredible stunts ensures the launch of the car gets much wider interest.
It goes into the mix for a prominent picture story in the national print (one major LA daily put a Jaguar F-Type reveal on its front page a couple of years ago), an even more coveted slot on the Daily Mail homepage, or in gossip columns thanks to the celebrity sparkle - all spaces where the conventional launch of a new Land Rover Discovery simply wouldn't traditionally reach.
Just make sure your spare a thought for the poor soul who has to dismantle all those Lego bricks now...
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Five articles on the Land Rover Discovery