Car firm Ineos has launched a new campaign, pitting the Grenadier against its established rival Land Rover.

Created by Wonderhood Studios, ‘Us vs Them’ aims to challenge “the increasingly sanitised category norms of SUV’s and 4x4s”, and is fronted by a “provocative” billboard outside a large Jaguar Land Rover dealership in London.

The key visual shows a Land Rover Defender in pristine condition, looking face-to-face with a scratched and mud-covered Ineos Grenadier.

The text reads: “Let’s take this outside”.

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The campaign is an extension of the ‘Built for More’ brand platform which launched globally last year and aims to capture “the raw and visceral experience” of driving a Grenadier.

Along with social, digital and OOH elements of the campaign, the brand also featured an activation on 8 April, with the muddied Grenadier towing a billboard of the ad through Leamington Spa, the home of Jaguar Land Rover.

Aidan McClure, chief creative officer at Wonderhood Studios, said: “Ineos Grenadier loves a challenge. It’s in their DNA. This is the start of getting their muddy elbows out and seeing more of this indomitable spirit.”

The campaign was photographed by Oli Tennent, and created by senior creatives, Jen Ashton and Oli Short.

Jonathan Hill, chief marketing officer at Ineos Automotive, said: “It’s time we took the fight to the category and started owning the Ineos Grenadier challenger spirit, an unashamedly bold and proper 4×4 vehicle that was designed to buck the category obsessions that are stripping the feeling out of 4×4 driving.”

Media planning and buying was handled by Wavemaker.