Ineos launches global campaign for Grenadier 4x4

Ineos Automotive, Wonderhood Studios and Wavemaker have launched a campaign that showcases the no-nonsense ruggedness and off-road capabilities of its Grenadier 4x4.

The ad will run in the UK, Germany, North America and Australia (and online in other markets). The centrepiece of "Built for more" is a 60-second film, which features the Grenadier on a night drive through challenging off-road conditions and grim weather, accompanied by moodily evocative music.

The film was directed by James Allen and Mike Skrgatic through Art Practice. The creatives were Tad Buxton and India Penny, with art overseen by Simon Elvins.

The ad's message is a call to action for the sedentary viewer. "Can you see yourself reflected in the screen?" copy reads. "Maybe you're on the sofa, slowly becoming one with the cushion. The average person spends nine years of their life sitting there.

"But you're not the average person, are you?"

The Ineos Grenadier is the brainchild of Sir James Ratcliffe, the chief executive and chairman of chemical company Ineos and a renowned engineer. It eschews the "trend for cosmetic SUVs with complicated technology".

The campaign spans TV, digital, print, social, and out of home in markets including the UK.

The campaign's media strategy, led by Wavemaker, spans global media buying intended to reach a potential audience of 400 million adults. Placements include at sporting events such as Euro 2024, the Paris Olympics and Formula One.

The campaign is Wonderhood's first since being appointed by Ineos as its retained global creative agency.

Guy Hobbs, executive creative director of Wonderhood, added: "We fell in love with the Grenadier so it's very exciting to be launching this bold new campaign. This project has a perfect Wonderhood shape, crossing all our studios to show what happens when you draw all these disciplines together."