"Built for More"

17 June 2024

60s

Get up and go.

This fantastic commercial is an excellent reminder that the best car commercials do not advertise vehicles, but instead advertise drivers. It's not a question of whether the INEOS is worthy of you so much as whether you are worthy of the INEOS. At its best, this approach breaks through our natural tendency to stay with car brands we know and trust, and opens our minds to a new possibility.

The on screen messages challenge the viewer to consider what they're doing at the very moment they're doing, and daringly suggest that the viewer consider himself or herself to be untypical.

Complementing this idea is a thrillingly eye-catching depiction of the car in motion, which achieves the conventional task of making the case that the car itself is exciting. It's famously hard for advertising to create a surge of interest in a car marque, but this might just do it.

UK

Cars