Despite its rough and tumble looks and the image it has acquired as one of the world’s most capable SUVs, Land Rover Discovery is first and foremost a family car. That is why, in an ingenious campaign, Land Rover decided to involve children in the process of developing the new model. The may have stolen this idea from Volvo XC90 engineers, but we gloss over that.

To put this in perspective, and also use it as to score some publicity for the new Land Rover Discovery debut at the upcoming Paris Motor Show, LR has come up with a new teaser featuring a one-off creative camouflage designed in part by the children, aged between five and nine, who helped with the development. They then topped it off with a thick layer of mud and as a finishing touch sat on it to completely disguise the car.

This seems like a cool way to convey the message to the new Land Rover Discovery is going to be the ultimate family bus, not just because of its seven-seat configuration or the intelligent folding and arrangement system which comes with an app, but because the designers  and engineers have taken into account the needs of a real family with real children in shaping the interior of the car.

Alex Heslop, Land Rover’s Chief Engineer for Discovery, said: “Being able to get the children involved in our final camouflage design brought a smile to all our faces. They don’t always realise it, but these kids have played a major role in developing the New Discovery. There is no better insight into the needs of the modern family than the first-hand experience we glean at home. That’s why we have up to nine USB ports to charge everyone’s devices, why we’ve got space to hide four iPads away securely and why every seat has been designed to be the best seat in the house.”