Bentley Motors strives to inspire new audiences to be a part of its luxury lifestyle proposition – ‘How do you Bentley?’ the brand’s latest campaign. Bentley has reached out to Gen B, which comprises of new and existing customers, fans of the brand, and colleagues, to discover and connect with the world of Bentley and push the status quo and boundaries of luxury.
The ad film imagines a series of lenses into the Bentley World. It touches on the passions of the target audiences. It highlights the brand’s presence within these spaces whether it’s traveling through the Bentley Extraordinary Journeys, music through the Bentley Record Room, or design in the Bentley Home. The campaign explores the harmony of polarities of the brand, balancing luxury and performance, well-being and power, and modern and tradition through authentic, unexpected, and elevated ways.
Steven de Ploey, Global Marketing Director, said the brand campaign will be instrumental in positioning Bentley as the undisputed leader in luxury and performance. He believes it will create an even more distinct and desirable profile for the brand, and appeal to new and existing target audiences by tapping into their key passion points.
Nick Cooper, Global Executive Creative Director at IPG-X, said ‘How do you Bentley?’ enables the brand to lead the conversation about what luxury lifestyle looks like. It uses a shared mindset to communicate with the existing and growing audience.
This campaign will drive the Bentley brand beyond purely automotive and towards a luxury proposition. It will feature across paid media, Out of Home, Connected TV, and Bentley’s organic social media channels.
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