Bentley Motors Launches Global Brand Campaign: ‘How Do You Bentley?’
Bentley Motors has unveiled an innovative global brand campaign, ‘How do you Bentley?’ This campaign invites "Gen B" to explore and connect with the prestigious world of Bentley. Gen B transcends traditional demographics of time, race, and gender, targeting both new and existing customers, enthusiasts, and colleagues. This diverse audience is united by a shared mindset that challenges the status quo, pushes the boundaries of luxury, and envisions the future of Bentley.
Founded in 1919, Bentley's vision has always been to be the world's most sought-after luxury car brand. Over the decades, Bentley has evolved, carrying its brand DNA into new domains and aspiring to lead in contemporary luxury lifestyle. The brand collaborates with talented craftspeople, engineers, and designers to expand the principles of craft, innovation, and quality design beyond traditional automotive boundaries.
Developed by IPG-X, the film ‘How Do You Bentley?’ is directed by renowned storyteller Anders Hallberg. The film presents a series of lenses into the Bentley world, each reflecting the passions of the target audience. It nods to Bentley's presence in various domains, such as travel through the Bentley Extraordinary Journeys, music through the Bentley Record Room, and design in Bentley Home. The transitions in the film explore the harmony of Bentley’s brand polarities, balancing luxury and performance, wellbeing and power, modernity and tradition in authentic, unexpected, and elevated ways.
The campaign will be featured across paid media, Out Of Home, Connected TV, and Bentley’s organic social channels. This strategy aims to enable access, immersion, and interaction within Bentley’s world.
Steven de Ploey, Global Marketing Director, emphasized, “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.”
Nick Cooper, Global Executive Creative Director at IPG-X, added, “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 into the audience's 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.”
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