1996 Defender 90 w/ rhino "Not now, of course." Advertisement

1996 Defender 90 w/ rhino "Not now, of course." Advertisement

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1996 Defender 90 w/ rhino "Not now, of course." Advertisement

1996 Defender 90 w/ rhino "Not now, of course." Advertisement

Framing Options
Regular price $145
Regular price Sale price $145

Page Dimensions

Approx. 7 3/4" x 10 3/8" (19cm x 26cm)

Story and Details

North American Specification (NAS) Defenders didn't last long in the U.S. This fact shows in the small number of magazine advertisements created for the model. You'll only find NAS Defender 90 ads published between the years 1993 and 1997 - the short lifespan of the truck due to increasing regulations Land Rover couldn't justify complying with because NAS Defenders were such a small portion of their total sales.

The limited nature of the Defenders not only makes the actual trucks special, but also these original advertisements. And this ad, featuring a rhino chasing a Coniston Green Defender 90 Station Wagon may be the most compelling... It follows the consistent theme and layout Grace & Rothschild conceived in 1987 when the ad agency helped launch the Range Rover in the U.S. - a cleverly written headline with perfectly coordinating, beautiful, outdoorsy imagery. And about the scene here, I'm fortunate to know the story behind it - told directly to me by an adman who was an art director at Grace & Rothschild. His name is Allen Richardson and he was front and center at the photoshoot for this advertisement. He fondly remembers, “we went to an animal park in South Carolina. The rhino was named Tank. He had terrible eyesight, but he responded to his trainer’s voice. So we took the back door off the Defender 90, the trainer sat in the back and called out to Tank until he started following the vehicle. We picked up the speed until he was chasing it. That shot is basically un-retouched. He was really chasing the vehicle.” In fact, beyond this ad, Allen shared with me the outtake photos showing Tank colliding with the Defender and pushing it off the road. 

Although the message of the ad is about not stopping (since you're being chased by a rhino), funnily the actual ad does the opposite. It's truly the kind of magazine ad you can't help pump the brakes on your perusing and take a look. It stands by itself as a great example of a brand communicating to a market. And knowing the story behind it, from a primary source, makes it that much more special.  


Pre-owned original magazine advertisement. Image shown is exactly the ad that you'll be receiving.


Framing is handcrafted in Chicago, IL, using acid-free materials for art preservation. The UV-protected, anti-reflective glass ensures optimal viewing. Frames are solid wood featuring a wire for easy hanging and felt pads for wall protection.


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Unframed orders ship by the next business day. You’ll receive an email with tracking info!

Framing is custom. Please allow me up to 2 weeks to finish your framing project. Before I start, I’ll email you to confirm the design and provide an estimated completion and shipping date.


Returns are accepted for unframed ads, if they are in new condition as you received it, within 30 days of purchase.

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All advertisements and images are original – directly from magazines and other types of publications. These are vintage, pre-owned, original pages, so the paper quality and condition varies... I try to show accurate photos of the exact ad/image you'll be receiving.



Framing is custom-designed and done by hand in Chicago, IL. Acid-free materials are used to preserve your art. Glass offers UV-protection and is anti-reflective for best viewing. Frames are solid wood with wire on back for easy hanging and felt pads to protect wall. 



I love my business and what I do!
Please don't hesitate to reach out with any questions or special requests... About pricing, condition, framing - ads or magazines you have to sell... I'll get back to you within 48 hours (usually much sooner!). Looking forward to chatting!