It had Bond star Daniel Craig, it saw a huge swathe of New York shut down during rush hour, a massive film crew and a red carpet full of stars – when it comes to car launches, the Brits certainly know how to put on a show.
Land Rover brought the streets around the stunning James Farley Post Office building in New York to a stand still last night as it pulled off possibly one of the most extravagant and audacious new car launches ever.
Craig seamlessly synced a live drive into the packed Post Office hall in the new Range Rover Sport with an opening film, reminiscent of his 007 escapades.
The event – rumoured to have cost £3m – saw a host of celebrities, including Thierry Henry, Simon and Jasmine Le Bon, Zara Phillips and Jade Jagger, quaff champagne as Craig starred in the action-packed stunt.
Helicopters over the city captured the action live and it was broadcast to thousands of fans online in a multi-media unveiling for the new £85,000 SUV.
But why Bond? Well, apparently Craig has worked with Land Rover before. The firm donated a Defender to the African S.A.F.E charity he is a patron for and his appearance in New York – just a few blocks away from his home – would see the charity get another car.
New York is also the world's biggest metropolitan market for the Range Rover Sport, so it was fitting that it took over the streets of the city with the new car's unveiling.
A Land Rover insider told AOL Cars: "Craig is a big fan of Land Rover and we've worked closely with him and his charity before – plus the event was only down the road from his house so it was hard to say no!"
The event – which has been months in the planning – wasn't as hard to pull off as many people would think either.
"You'd think it would be really hard to shut down a few blocks of New York during rush hour, but speak to the right people and it's surprisingly easy," added our mole.
The promotional film, which Craig played a role in, saw a Range Rover Sport packed up in a crate in Solihull to arrive for the big launch – and the 007 star was to ensure it arrived on time.
The production values were very high, but then that should come as no surprise as the director, Jonathan P B Taylor, has worked on Die Hard, Captain America, Fast and the Furious and Spiderman.
The whole event was seriously impressive and it's hard to imagine another manufacturer that could pull off anything similar with the same level of glitz and glamour. But then JLR did throw millions of pounds at the event and it showed – but we're sure they'll make that back just from the sales in Cheshire...
New Range Rover Sport ALL the details, picture gallery and videos here