A love story between an ordinary man & an extraordinary brand.
They really love the word “extraordinary” at Bentley. To be fair, their cars live up to it. You can actually get a falcon cage installed in the back of your Bentayga.
Given the UHNW status of their customers, Bentley only really advertise in high end magazines, at exclusive events and via email to their database. So, that’s what I spent my time working on.
Limited edition literature
Every once in a while, Bentley would release a new car inspired by an iconic race car from the brand’s history. They were even more refined that your average Bentley, with all sorts of design nods and features that evoked the spirit of the classic model. Sometimes they even released two or three of the classic models for purchase!
Every time there was a release like this, we were tasked with producing a booklet that told the story of the iconic car – the one in the gif below is the Bentley “Blower”, so-called because it utilised a technique that literally blew air out of the engine. It was a great brief to work on, as you actually got to tell a story over 10 pages or so.
The crucial thing was to embody the rarity of such a car – they’d often produce only 3-5 models in total. If that didn’t come through in the copy then we’d failed the brief.
Bentley @ Cheltenham
Bentley is right at home at the centre of British horse racing, and their partnership with Cheltenham covered digital billboards, print ads in the program and an online presence around the event.
I was tasked with some good old fashioned print ads, promoting the new lineup in the Bentley fleet. It was a fun brief, giving us a chance to play with some horse racing terms to create some really snappy lines.
Certified by Bentley
Bentley runs a certified pre-owned program, where owners can trade in older models to get a discount on newer cars. Bentley then take the old car and spruce it up to their uniquely exacting standards.
We were tasked with communicating why a pre-owned Bentley is just as special as a brand new one. We worked on a hero video plus a suite of programmatic ad placements.