Rolls-Royce

This campaign sprang from two contrasting research findings. Potential Rolls-Royce owners feared a backlash for displaying ostentatious wealth. Yet non-owners felt that anyone who owned a Rolls-Royce had earned it by their own efforts – and therefore deserved respect, not rage.

The campaign brought these two views together, and highlighted the sacrifices of the owner, rather than the merits of the car.