INEOS Takes on Land Rover in an Advertising Campaign

INEOS unveils an offensive advertising campaign on the theme “us against them”. But is the comparison reasonable?

With its new “Us vs. Them” campaign that takes us back to the famous you and me against the whole world, INEOS Automotive throws a stone into the pond of shiny SUVs and sanitized crossovers. The message? “We are not like the others.” And they go all out: a muddy Grenadier placed next to a Defender. It smells of rugby locker room provocation. The target is not hard to find; just read the dealership sign in the background.

Well, we see where you’re coming from: “Another unknown brand attacking a best-seller to get noticed…” Maybe. But at INEOS, they do it with humor, and that makes all the difference. Plus, at the head of this anti-convention crusade is Lynn Calder, CEO who does not mince words: “Good luck to other 4x4s: they are good vehicles. But we’ve had enough of comparisons! Let’s be clear: we are different.”

INEOS shows its muscles

Beyond this rugged stance that refuses to play in the same league, there is also a sense of exasperation. After years of legal disputes around the world, with little success for those trying to slow down the Grenadier, INEOS has apparently decided to move on. To our knowledge, no lawsuit was about the vehicle’s off-road authenticity… But let’s move on.

In short, does INEOS perhaps see itself a little too highly in the muddy mirror of its own communication? Maybe. But their campaign makes us smile, and that’s already something. It’s only the beginning: more creative offensives are coming in the coming months. So city SUVs better watch out.

READ ALSO: Land Rover Defender, from Deauville to Dakar