INEOS Grenadier Us vs Them
INEOS Grenadier, the British 4x4 manufacturer, is once again taking aim at the increasingly soft category with a new phase of its “Us vs Them” campaign.
As part of the two tiered, INEOS took the fight directly to Land Rover by parking a vast poster outside one of the brand’s largest London dealerships. It featured an image of a pristine Land Rover going grille to grille with a beaten up Grenadier, and was emblazoned with the line “Let’s take this outside”.
Following this, and disregarding the wisdom about working with children or animals, Wonderhood Studios, along with director and photographer Benedict Redgrove, shot the second part of this campaign entirely in camera, complete with three sheep, five seven-year-olds – and two flamingos.
The results of this can be seen in a series of concepts that directly mirror the origins of the Grenadier and the decision-making behind different features of the vehicle.
The approach pays homage to iconic automotive ads of the past, bringing to life proof-points in an authentic yet tongue-in-cheek way.
