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London advertising landmarks including Piccadilly Lights and BFI IMAX will once again switch off for an hour this weekend to symbolise a moment of global unity for nature restoration
Ineos has reignited a feud with rival carmaker, Land Rover, with a campaign directly aimed at the company asking it to “take this outside”
Car firm Ineos has launched a provocative new out-of-home (OOH) campaign, comparing its Grenadier 4X4 to rival manufacturer, Land Rover, in a campaign called ‘Us vs Them’.
The campaign, created by agency Wonderhood Studios, represents a clean Land Rover Defender facing off against a mud-covered Ineos Grenadier. Text below the image reads: “Let’s take this outside”.
One of the key billboards for the campaign was located directly outside a large Jaguar Land Rover dealership in London and on a digital out-of-home (DOOH) billboard owned by 75Media.
Along with social, digital, and OOH elements, the brand also featured an activation released on April 8th with a muddy Grenadier towing a billboard of the ad through Royal Leamington Spa, the home of Jaguar Land Rover. The custom trailer signage was designed and installed by Kremer Signs.
The Grenadier and trailer ended its journey at The Farmer's Dog pub, owned by Jeremy Clarkson.
The ad comes five years after Ineos, owned by Sir Jim Ratcliffe, won a legal battle launched by Jaguar Land Rover.
In 2016, the British car maker applied to secure trademark rights to the historic shape of its Defender 4X4. However, it lost the ruling in 2020, allowing Ineos to use the design as inspiration for its Grenadier.
Speaking of the provocative campaign, Jonathan Hill, chief marketing officer of Ineos, says: “It’s time we took the fight to the category and started owning the INEOS Grenadier challenger spirit – an unashamedly bold and proper 4x4 vehicle that was designed to buck the category obsessions that are stripping the feeling out of 4x4 driving.
“We’re bored of lawsuits in courtrooms. Let’s settle this dispute in the great outdoors.”
The campaign is an extension of Ineos’ ‘Built for More’ brand platform which launched globally last year, aiming to capture what it describes as “the raw and visceral experience” of driving a Grenadier.
The campaign was photographed by Oli Tennent, and created by senior creatives at Wonderhood Studios – Jen Ashton and Oliver Short.
Aidan McClure, chief creative officer at Wonderhood Studios, adds: “Ineos Grenadier loves a challenge. It’s in its DNA. This is the start of getting their muddy elbows out and seeing more of this indomitable spirit.”
