Volkswagen hands BMP DDB relaunch of Bentley marque

Bentley, the luxury car manufacturer, is to return to mainstream advertising after a six-year absence following the appointment of BMP DDB to create an international press campaign.

Bentley, the luxury car manufacturer, is to return to mainstream

advertising after a six-year absence following the appointment of BMP

DDB to create an international press campaign.



Bentley was bought by Volkswagen six months ago and BMP, which handles

the VW account in the UK, became strategically involved with Bentley at

an early stage.



The resulting pounds 1 million press campaign will run in the UK, US and

Germany, starting this week. Four ads show a picture of a Bentley next

to some provocative copy. Lines include: ’Don’t even think about it.

Just turn the page young man’ and ’You’ve earned it. And not by picking

the correct six numbers on a Saturday evening.’



Nick Fox, the senior vice-president of DDB International, said: ’We

wanted to create a campaign that was as far away from normal car

advertising as possible.’



Media buying is through BMP OMD.



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