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.
Why This Trend Is Growing
- Adventure-themed Advertising
- Opportunity for brands to create ad campaigns that incorporate adventurous imagery and messaging to appeal to a daring consumer audience.
- Influence of Nostalgia
- Opportunity to tap into the nostalgia trend by reimagining iconic imagery or slogans from the past to create a sense of familiarity and connection with consumers.
- Creative Repurposing
- Opportunity for brands to creatively repurpose existing slogans or ideas and give them a new twist to create a fresh and attention-grabbing campaign.
Industries Being Reshaped
- Automotive
- Automakers can leverage adventure-themed advertising to position their vehicles as rugged and exciting options for thrill-seeking consumers.
- Advertising
- Advertising agencies can explore the use of nostalgia and creative repurposing to develop innovative campaigns that captivate audiences and leave a lasting impression.
- Marketing
- Marketing professionals can study the success of this Land Rover campaign to learn how to effectively combine adventurous messaging with iconic imagery to create impactful promotional materials.
