The idea actually works remarkably well.
Land Rover first rolled out the Discovery in 1989, a vehicle intended to bridge the gap between the unapologetically utilitarian Defender and the expensive and plush Range Rover. It was correctly predicted that it would be a sales hit, and now, to celebrate its 25 years of existence, Land Rover has released a video compiled of amateur footage from 70 different owners in 24 countries around the world.
They're shown using their Discoverys in a variety of mostly rugged activities. But this makes sense, footage of shopping mall parking lots wouldn't sell a lot of vehicles.