Abstract :
A DRAMATIC advert appearing in a 1953 edition of Punch magazine sees the Land Rover copy-writers in full swing. In it they claim that the Series I, an off-road utility vehicle that had been conceived as being somewhere between a Jeep and a tractor, was capable of "...pulling anything, the 4-wheel drive Land-Rover can take it. All over the world, the Land-Rover stands for mobility, endurance, toughness". Accompanied by an extraordinary illustration of a vehicle crashing through the sand dunes of Namibia\´s Skeleton Coast, the advertisement speaks from an era where hyperbole was the norm. If you\´ve ever been on a game-watching safari in Africa and have been thrown around on ungraded tracks, you\´ll know that even Land Rovers can be victims of adverse driving conditions.
