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.