The rough and tumble is leaking from 4x4s. Wonderhood Studios is helping INEOS to show that its cars still have the grit they’re supposed to.
In April, Wonderhood Studios and British 4×4 brand, INEOS Grenadier, went head-to-head with 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.
Now the campaign, Us vs Them, is taking on sheep, flamingos and children.
Wonderhood Studios, along with director and photographer Benedict Redgrove, shot the new campaign entirely in camera, complete with three sheep, five seven-year-olds, and two flamingos.
Each of the executions highlights the decision-making behind a different feature of the vehicle. The approach pays homage to famous automotive ads of the past, bringing to life proof-points in an authentic yet tongue-in-cheek way.
Sir Jim Ratcliffe’s original brief for the boot of the vehicle was that it must be able to fit either three sheep or one euro pallet. The hero execution shows this, with the line, “Others measure in litres”. In another execution reading. “The proof is in the playground”, children demonstrate the Grenadier’s adventurous spirit by using it as a climbing frame. Two flamingos are shown peering out of the safari windows in a third, accompanied by the message, “Some things are worth sticking your neck out for”, being a reminder that the INEOS Grenadier was built to add feeling into driving – which means sticking your head out of the window and feeling the wind in your hair.
The campaign was created by creative team, Coel James and Chiara Piccirillo, and senior creative, Bryan Stewart. It was produced through Wonderhood’s in-house production arm, Wonderhood Makers.
Jonathan Hill, chief marketing officer at INEOS, stated, “This campaign is all about showing the INEOS Grenadier as a serious challenger in the 4×4 market whilst entertaining our audience and teasing out the Grenadier’s points of difference. We’re thankful to Wonderhood who have brought to life these differences in a witty and engaging way reminding the sector what real capability looks like.”
Jennifer Ashton and Oliver Short added, “In our latest instalment of the campaign, we showcase the Grenadier’s distinct features, in a distinctly Grenadier way. Unlike other ‘soft-road’ brands out there, Grenadier is built to be unpolished, un-chammied and unmistakably caked in mud. And who better to prove that than sheep… and flamingos?”
The campaign will run across Meta, YouTube and Reddit, with media planning and buying by Wavemaker.
Credits
Agency: Wonderhood Studios
Chief Creative Officer: Aidan McClure
Creative Directors: Oliver Short & Jennifer Ashton
Junior Creative Team: Coel James & Chiara Piccirillo
Senior Creative: Bryan Stewart
Head of Strategy: Joe Harris
Strategist: Kit Thwaites
Account Director: Millie Watson
Senior Account Manager: Katie Luton
Account Executive: Hannah Chinyemba
Agency Producer: Giordi Caputo
Production Company: Wonderhood Makers
Makers Co-Founder & Executive Producer: Jo Lumb
Producer: Giordi Caputo
Photographer: Benedict Redgrove
Director: Benedict Redgrove
Editor: Paul Reson
DoP: Archie Muller
First AD: Chris Malin
Retouching: IN
Post Production & Sound Design: Hijack Post
