The Campaign That Pulled No Punches—But Towed a Billboard!
In a masterclass of bold brand building—and possibly one of the cheekiest moves in recent automotive marketing—Ineos Automotive has rolled into the heart of Land Rover country and issued a muddy, mechanical challenge that’s impossible to ignore.
Parked defiantly in Leamington Spa, just a stone’s throw from Jaguar Land Rover’s spiritual home, the Ineos Grenadier isn’t just making an appearance.
It’s making a statement.
A gritty, unapologetic, mud-splattered statement.
Created by Wonderhood Studios, the Us vs Them campaign flips the script on polished car commercials.
At its core is a striking visual showdown: the no-nonsense, dirt-coated Ineos Grenadier facing off with a pristine, showroom-ready Land Rover Defender.
The taglineis equally brilliant, “Let’s take this outside.”
And they did—quite literally—by towing a massive, confrontational billboard right through Leamington Spa.
Equal parts stunt and statement, the execution has left jaws dropped and social feeds buzzing.
Taking the Fight to the Forecourt
As the automotive category leans ever more towards sleek, sanitised campaigns aimed at lifestyle-conscious city drivers, Ineos has chosen a different track—muddy, rugged, and gloriously mechanical.
“This is the start of getting their muddy elbows out,” says Aidan McClure, Chief Creative Officer at Wonderhood Studios.
“Ineos Grenadier loves a challenge. It’s in their DNA.”
This isn’t a car that poses next to cappuccinos.
It’s a machine made for people who still use the word “bushwhack” unironically.
“This isn’t just a campaign—it’s a declaration,” says Jonathan Hill, Chief Marketing Officer at Ineos Automotive.
“It’s time we took the fight to the category… and started owning the Ineos Grenadier challenger spirit.”
And own it they do.
With sharp concepting from senior creatives Jen Ashton and Oli Short, gritty photography by Oli Tennent, and media executions that span digital, social and out-of-home, the campaign is already living up to its combative promise.
But it’s the Leamington Spa moment that has really hit home.
Daring to name your competitor is one thing.
Parking a billboard outside their HQ?
That’s advertising with a hard stare.
Why It Works
It’s audacious. Few brands dare to name names. Even fewer drive a billboard through their rival’s postcode. • It’s rooted in product truth. The Grenadier is built for rugged terrain, not inner-city posing. This is no gimmick—it’s grit. • It’s a challenger’s playbook done right. Loud, clear, and disruptive—without losing sight of the product.
When you’re not the incumbent, playing nice rarely gets you noticed.
Challenger brands win when they embrace what makes them different—and dare to say it out loud.
Ineos isn’t selling dreams of country estates or designer dog crates.
It’s offering torque, traction, and a no-frills philosophy.
In a world where SUVs are increasingly more suited to waitrose car parks than woodland trails, the Grenadier is giving purists something to believe in again.
This campaign doesn’t just kick up mud—it reclaims it.
And if that means dragging the competition into the dirt for a duel?
