Land Rover Defender

Unlike most utility 4x4s, which use part-time 4WD, the Defender's 4WD is always working. The mailing consists of a series of stout cards, held resolutely together in four corners by bulldog clips - because 'permanent 4 wheel drive guarantees more grip'. Factual no-nonsense copy and pictures of Defenders hard at work put the vehicle's credentials beyond doubt. Yellow Pencil winner 2006 at the D&AD.

Agency: Craik Jones Watson Mitchell Voelkel, United Kingdom.