United Kingdom – Bentley Motors has launched a new global brand campaign titled “How Do You Bentley?” The ad invites “Gen B” to discover and interact with the world of Bentley. This generation, which transcends time, colour, and gender, is Bentley’s target demographic.
Storyteller Anders Hallberg is the director of “How Do You Bentley?”, a movie produced by IPG-X. It envisions a number of windows into the Bentley universe, each emphasising the interests of the intended audiences and recognizing the brand’s long-standing position in various fields.
The film delves deeply into several aspects, such as the music featured in the Bentley Record Room, the design features found in Bentley Home, and Bentley Extraordinary Journeys. Through genuine, unusual, and elevated methods, the numerous transitions explore a balance of polarities unique to the brand, blending luxury with performance, well-being with power, and modernity with tradition.
It consists of both current and potential clients, brand enthusiasts, and coworkers who are driven to question the status quo, push the bounds of luxury, and examine the future.
Speaking about the campaign, Steven de Ploey, global marketing director, said, “This brand campaign will be instrumental in positioning Bentley as the undisputed leader in luxury and performance, highlighting all aspects of the Bentley business, well beyond automotive. The campaign will also create an even more distinct and desirable profile for the brand, appealing to both new, as well as existing target audiences, by tapping into their key passion points.”
Meanwhile, Nick Cooper, global executive creative director at IPG-X, said, “Our campaign line, ‘How do you Bentley?’ enables the brand to lead the conversation about what luxury lifestyle looks like, using a shared mindset to communicate with both an existing and growth audience. Director, Anders Hallberg’s experience in understanding the luxury lifestyle world enabled us to dial in to the audience passion points, as much as the cars, to create a compelling and authentic narrative that embodied the brand. This campaign will be at the forefront of driving the brand beyond purely automotive and towards a luxury lifestyle proposition.”
