Bentley Motors launches How do you Bentley? campaign for Gen B

UK – Bentley Motors has unveiled its new brand campaign How do you Bentley?, developed by luxury custom agency IPG-X. It aims to position Bentley beyond the realm of luxury cars and to highlight its evolving identity and broader lifestyle appeal.

The campaign is targeted at Gen B, which consists of Bentley owners and fans ‘all united by their common mindset to challenge the status quo, push the boundaries of luxury and explore the world of tomorrow,’ the company stated in a press release.

IPG-X has crafted a series of distinct Bentley ‘worlds’ that encapsulate the brand's balance of luxury and performance, wellbeing and power, and modern and traditional elements. These connect generations of Bentley customers globally, modernising the brand and extending its audience appeal.

Nick Cooper, global executive creative director at IPG-X, said, ‘Our campaign line, How do you Bentley?, enables the brand to lead the conversation about luxury lifestyle, using a shared mindset to communicate with both existing and new audiences.’

For more insights into the innovative campaigns within the automotive sector, visit our Mobility topic.