The Land Rover Defender 2012 ad campaign plays off of the now popular war poster created by the British government during World War II, Keep Calm and Carry On. Instead of staying true to the original statement, this campaign rephrases it into adventurous advice, which helps to portray the vehicle being promoted as hardcore as they come. For instance, one Land Rover Defender 2012 poster reads, "Dodge Poison Darts and Carry On."
Conceived and created by the Young & Rubicam ad agency based in Johannesburg, South Africa, the Land Rover Defender 2012 ad campaign was art directed by Ivor Forrester with creative direction by Rui Alves and Graham Lang. It was skillfully illustrated by Ivor Forrester.