Bentley’s “Change Your Perspective” campaign positions the brand as a forward-thinking luxury automaker evolving to meet contemporary demands for sustainability without compromising performance or craftsmanship. It introduces the Flying Spur Hybrid as the first four-door grand tourer bearing Bentley’s hybrid name, signaling a strategic shift toward integrating advanced, eco-conscious technology into its iconic luxury lineup. The campaign underscores Bentley’s commitment to balancing traditional luxury values with environmental responsibility, addressing the evolving expectations of discerning consumers.
The market strategy leverages an artistic narrative to engage an audience attuned to innovation, creativity, and sustainability. By following an artist’s journey through a transforming cityscape powered by the Flying Spur Hybrid, the campaign visually embodies the convergence of technology and inspiration in a luxury context. This creative approach aims to resonate with affluent, environmentally aware consumers who seek seamless integration of performance and sustainability. Founded on the insight that luxury buyers increasingly value eco-innovation alongside exclusivity, the campaign uses film as a medium to evoke an emotional and aspirational response, inviting viewers to reconsider their perceptions of what a luxury vehicle can represent in a changing world. By highlighting key technical data such as low fuel consumption and CO₂ emissions, the campaign reinforces credibility and substantiates Bentley’s environmental credentials within the premium automotive segment.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This Bentley campaign fits Format #9 because its central creative device is the symbolic transformation of the cityscape as the artist, traveling in the Flying Spur Hybrid, is propelled into a stunning, future-facing world. The product’s core benefit—hybrid sustainability blended with luxury—is not explained literally or via testimonial, but rather visualized through metamorphic, inspirational scenes representing a broader, optimistic vision. The narrative deliberately uses visuals as metaphors for innovation and environmental consciousness, aligning the car’s features with positive, symbolic change rather than direct demonstration, storytelling resolution, or user testimony.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Rolls-Royce – Market Positioning
Rolls-Royce epitomizes ultimate luxury and bespoke craftsmanship, targeting ultra-high-net-worth individuals seeking exclusivity and timeless elegance. The brand emphasizes tradition, hand-built precision, and a serene driving experience, positioning itself as the pinnacle of luxury automotive artistry with a strong focus on heritage and personalized service.
2. Mercedes-Benz (especially the Mercedes-Maybach sub-brand) – Market Positioning
Mercedes-Benz balances advanced technology with refined luxury, with Maybach extending that into ultra-luxury territory. The brand leverages innovation, safety, and comfort, attracting a wide range of affluent customers who desire a blend of cutting-edge performance, prestige, and grand touring sophistication.
3. Aston Martin – Market Positioning
Aston Martin combines British craftsmanship with high performance and sporty elegance, targeting luxury consumers who value both driving excitement and exclusivity. The brand differentiates itself with a focus on heritage, design finesse, and partnerships with high-performance technologies and pop culture (e.g., Bond films).
4. Porsche (specifically Panamera and Taycan models) – Market Positioning
Porsche is positioned as the leader in performance-driven luxury cars, blending sporty dynamics with premium comfort. The Panamera and Taycan models emphasize innovation, sustainability (especially Taycan’s electric drivetrain), and refined craftsmanship, appealing to affluent customers seeking a more agile and modern grand tourer experience.
5. Jaguar (especially the Jaguar XJ and I-PACE) – Market Positioning
Jaguar projects a British legacy of elegant design fused with modern technology and sustainability. With the XJ (luxury sedan) and I-PACE (electric SUV), the brand targets environmentally-conscious luxury buyers wanting style, cutting-edge electric powertrains, and a balanced driver experience at a relatively competitive price point within the premium segment.
Q: What is Change Your Perspective about?
A: Change Your Perspective is a 2021 campaign created by Keko for Bentley, launched in the United Kingdom to introduce the Flying Spur Hybrid—the brand’s first four-door grand tourer to feature hybrid technology. The campaign centers on a film that follows an artist seeking inspiration throughout a city, with the journey powered by the innovative Flying Spur Hybrid. As the artist travels, the cityscape transforms, visually symbolizing Bentley’s evolution toward sustainability while maintaining its signature luxury and performance. The campaign positions Bentley at the forefront of eco-conscious innovation within the automotive sector.
Q: What creative device does Change Your Perspective use?
A: Change Your Perspective employs Format #9 from Clapboard’s 12-format classification system: Symbolize the Benefit. The campaign’s central creative device is the symbolic transformation of the cityscape as the artist, traveling in the Flying Spur Hybrid, experiences a world that morphs into a future-facing, sustainable vision. Rather than relying on literal explanations or testimonials, the film uses exaggerated, metaphorical visuals to represent the positive impact of hybrid technology, aligning the car’s features with broader themes of innovation and environmental consciousness.
Q: What is the campaign proposition for Change Your Perspective?
A: The campaign proposition for Change Your Perspective positions Bentley as a forward-thinking luxury automaker responding to contemporary demands for sustainability without sacrificing performance or craftsmanship. By introducing the Flying Spur Hybrid, Bentley signals a strategic shift toward integrating advanced, eco-conscious technology into its iconic lineup. The campaign targets affluent, environmentally aware consumers who value both exclusivity and innovation, inviting them to reconsider their perceptions of luxury in a changing world. This strategic message underscores Bentley’s commitment to balancing traditional luxury values with environmental responsibility.
Q: How does Change Your Perspective rank in Clapboard's archive?
A: Change Your Perspective holds a Clapboard Campaign Score of 71/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive.
Q: Who are the competitors in Bentley's category?
A: In Bentley’s luxury automotive category, Rolls-Royce stands as the benchmark for ultimate luxury and bespoke craftsmanship, appealing to ultra-high-net-worth individuals seeking exclusivity and heritage. Mercedes-Benz, particularly through its Maybach sub-brand, combines advanced technology with refined luxury to attract affluent customers who desire both innovation and prestige. Aston Martin blends British craftsmanship with high performance and sporty elegance for consumers who value excitement and exclusivity. Porsche, with models like the Panamera and Taycan, leads in performance-driven luxury, emphasizing innovation and sustainability. Jaguar targets environmentally conscious buyers with a blend of elegant design, modern technology, and competitive pricing in the premium segment.
ARCHIVE.webp)
