Don’t get me wrong, but I was struck at how closely it resembled the atheist bus campaign’s slogan in being very dry and pragmatic, but soothing non the less (or maybe just because of it).

From the BBC article about it: “People are drawn to the calming Britishness of the message”
“It speaks to peoples’ personal neuroses. It’s not ideological, it’s not urging people to fight for freedom like some propaganda posters did.”