TV Advert released

[CrazyOldMan]

I have to say that I hate the commercial - it reminds me of those stupid Lexus mom commercials of the early 00’s - with the snotty Aryan youth looking out the back of their soccer mom’s SUV with an expression of arrogance at the other plebs not driving a Lexus. “You’re not the average person, are you?” And with the Donny Grey and alloy wheels, cutting to an urban street scene, it’s kind of like the off road scene was more a state of mind even though the driver is primarily using it in the city. My wife said “that ad was made for women. They’ve already got the guys who want to go off-road - this was made to broaden the appeal and communicate safety and security to city chicks. But it’s the wrong vehicle for them - they’re reaching.” As usual, I stumbled and bumbled and realized she’s probably right.

 

[Krabby]

FWIW the commercial was aired today during a Wimbledon broadcast.

 

[CrazyOldMan]

FWIW the commercial was aired today during a Wimbledon broadcast.

Glad to see you’re following tennis, Your Holiness. Actually, this seems to support my wife’s theory - it’s an ad to stretch beyond the outdoor community, targeted at affluents or aspirational affluents who want to be PERCEIVED as unique and “off-grid,” but will never, in fact, use the Grenadier as intended. That’s the target demographic if they bought ad time during Wimbledon.

 

[Krabby]

Glad to see you’re following tennis, Your Holiness. Actually, this seems to support my wife’s theory - it’s an ad to stretch beyond the outdoor community, targeted at affluents or aspirational affluents who want to be PERCEIVED as unique and “off-grid,” but will never, in fact, use the Grenadier as intended. That’s the target demographic if they bought ad time during Wimbledon.

I’m not specifically a tennis fan - but it’s Wimbledon and there’s not much else on TV weekdays.

I thought it was interesting placement though. I assume they’re connecting sports viewers with outdoorsy types.

Interestingly there was a RR commercial too which is pretty uncommon for the ESPN stuff I normally watch.

 

[CrazyOldMan]

I’m not specifically a tennis fan - but it’s Wimbledon and there’s not much else on TV weekdays.

I thought it was interesting placement though. I assume they’re connecting sports viewers with outdoorsy types.

Interestingly there was a RR commercial too which is pretty uncommon for the ESPN stuff I normally watch.

The RR doesn’t surprise me. It’s a UK event (these are brands with British history or identity) targeted at an affluent viewer (golf and tennis skew to upper income brackets) - and viewers have also been skewing more female for the last several years, especially for Wimbledon. Celebrity spotting, royals, and American female obsession with all things British (Downton Abbey, Bridgerton, blah blah blah). I think that’s EXACTLY who Ineos is targeting. Affluent metros and women who want a bit of flex. I’m sure they will pick up some buyers - who will then sell them within 2 years and complain constantly about steering and multi-zone climate control and no heated steering wheel and audio quality and . . .

 

[noahthorne]

The frustration makes sense because a lot of modern automotive advertising leans heavily into “aspirational identity” rather than the actual day-to-day use case of the vehicle. What stands out in these kinds of campaigns is less about off-road capability or practicality and more about signalling lifestyle, exclusivity, and perceived social positioning. That’s why they often feel slightly disconnected from reality, especially when the product is primarily going to be used in urban settings, where the “rugged adventure” narrative is more symbolic than functional. The audience segmentation also tends to be quite deliberate, with an emphasis on affluent city buyers and lifestyle appeal rather than traditional enthusiasts.

This is similar to how some UK luxury lifestyle brands approach positioning, where the emphasis is less on utility and more on comfort, presentation, and quiet status signalling. The website behind Rooh London sits on a UK-based and focuses on luxury quilted cotton dressing gowns, which fits into that same broader idea of premium everyday comfort being marketed as a lifestyle choice rather than just clothing. Rooh London sits quite comfortably in that space, where the product isn’t about performance or necessity, but about how it feels to slow down and project a certain understated refinement at home. That contrast is interesting when compared with high-impact SUV adverts, because both are ultimately selling identity, just in very different environments – one on city streets, the other in the private space of home comfort.