From pub banter to a modern 4X4

The pub is a beloved, and very British, institution that features prominently in campaigns… but less so in car ads, until now.

Car ads are usually dominated by scenes of open roads, mountain passes, or futuristic cityscapes. Wonderhood Studios’ effort for Ineos Grenadier, however, is an attempt to merge the vibe of the public house with the automotive industry. 

The ad anchors itself in the chaos of a local boozer where food service, banter and pints are rife. The car is glimpsed through steamy windows, and referenced via subtle nods - as part of an artwork, or casual conversation. 

The choice of location is intentional here, bringing an immediate sense of familiarity, warmth, and community.

The original idea, so we are told, is that the concept was created from a chat in The Grenadier pub in London, hence the name, and the ad is an ode to its humble beginnings.

More broadly however, pubs are places where culturally relevant topics naturally pop up - like the car they’re promoting in the ad, for example.

Despite the familiar location, it’s a pretty off‑kilter structure for a car ad: and more like a film about a candid chat between local pub patrons, rather than a piece of automotive comms.

The risk taking here echoes a wider attempt by the automotive industry to set itself against stereotypes. We recently saw British tennis stars rallying between two Lexus cars, and Fiat forgoing its popular grey colourway.

Using a pub as the stage for a car ad is more about signalling the need for connection in the modern world and celebrating one of the last bastions of organic marketing.