Bentley Motors has just launched its first ever global brand campaign, titled "How Do You Bentley?"
Helmed by luxury custom agency IPG-X, a subsidiary of Interpublic Group of companies, the campaign aims to reposition Bentley as more than just a luxury car brand.
The main spot directed by Anders Hallberg showcases the many ways a consumer could enjoy owning a Bentley, appealing to different passions such as design, music, sport, and travel.
"This is the most significant piece of work aligned with the Gen B brand activation platform we’ve created to date,” IPG-X Global Executive Creative Director Nick Cooper explained.
Cooper continued by praising Hallberg for understanding the luxury lifestyle world, enabling the brand to dial into the "audience passion points" and create a compelling and authentic narrative.
The campaign runs across OOH, TV, paid media, and Bentley’s social media.
A Life of Luxury with Bentley
The ad opens with an elevator that takes its occupants to fulfill their wildest fantasies, all of which answer the question: “how do you Bentley?”
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After pushing an elevator button, the first person steps out onto a snow-covered mountainside. He skis across a massive stretch of snow, pulled forward by a black Bentley.
A second person presses a button, this time walking into the Bentley Record Room to play the classical piano — a nod to the brand's exclusive club in Manchester.
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Two people exit at the elevator’s third stop to drive a gold Bentley through the big city. For the elevator’s final stop, a couple pushes a button that leads to a high-rise luxury apartment.
Overall, the spots blends ideas of luxury, performance, and security, connecting to its audience in a way that's distinctly Bentley.
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