Damon Hill and Lia Block Stars in Bentley’s Flying Spur Ad

Bentley Motors’ latest promotional film for the all-new Flying Spur takes an unexpected and figurative route. Clocking in at 160 seconds, this high-end video showcases luxury and flips the script on who drives a Bentley. Featuring Lia Block (daughter of rally legend Ken Block) and racing icon Damon Hill, the ad begins with a sense of suspense that leads to an eyebrow-raising twist.

Damon Hill and Lia Block Bentley’s Ad Concept

The video opens with two Bentleys with a professional driver waiting for two very wealthy-looking individuals. A helicopter lands nearby, delivering the star passengers: Lia Block and Damon Hill. At this point, the ad feels comfortably on-brand. You assume these elite personalities will be chauffeured off in the back seat, as is standard for luxury sedan owners. But the twist comes when Block and Hill head straight for the driver’s seat, baffling their designated chauffeurs.

This seemingly small but profound moment is Bentley’s way of saying: the Flying Spur is so exceptional, you’ll want to drive it yourself—even if you’re the kind of person who usually prefers a driver. It’s a bold move, considering Bentley’s target market is the ultra-rich, many of whom likely see the back seat as their domain.

A Well-Executed Visual Feast

Once behind the wheel, Block and Hill engage in a thrilling race on a private track, turning this traditionally executive vehicle into something much more dynamic. The luxurious Flying Spur doesn’t just look good standing still—it’s fast and exhilarating in motion, showcasing its new hybrid powertrain. The juxtaposition of racing drivers in a four-door sedan might be puzzling at first, but it drives home Bentley’s bold claim of creating “the world’s first four-door supercar.”

Bentley’s attention to detail shines, with the cars gleaming under meticulously crafted lighting and camera angles that highlight the sleek design of the Flying Spur. The on-track shots of the two cars in action, coupled with the sophisticated cinematography, emphasize the vehicle’s power and elegance.

The Message: Who Is the Driver?

At its core, the ad challenges traditional assumptions about wealth, power, and driving. Bentley suggests that even those who can afford chauffeurs should be the ones behind the wheel. It’s a clever (albeit risky) message for a brand whose cars are often associated with a more passive luxury experience. The ad subtly hints at a new kind of driver—a Bentley owner who seeks the joy of the road, not just the status of being driven.

Pros

• Star Power: Featuring Lia Block and Damon Hill, it adds credibility and excitement and appeals to both motorsport enthusiasts and high-net-worth individuals.
• Cinematography: Visually stunning, with top-tier production that makes the car look as powerful and elegant as promised.
• Bold Concept: The idea that driving is part of the luxury experience is refreshing for a brand often associated with backseat comfort.

Cons

• Mixed Message: For some, it might feel odd that Bentley, a brand catering to those who often use chauffeurs, is suddenly pitching the thrill of driving. It could alienate traditional buyers who value being driven over driving themselves.
• Unrelatable to Average Consumers: While it’s understandable Bentley isn’t trying to appeal to the average driver, the ad’s opulence could feel overly indulgent or disconnected for many.

Cultural and Societal Insights

Bentley’s ad taps into a growing cultural trend: even wealthier individuals seek more active luxury experiences. Where luxury once meant being catered to, it now increasingly includes the ability to take control—whether that’s in a career, an investment portfolio, or a high-performance vehicle. Bentley aligns with this shift by positioning the Flying Spur as a car that’s meant to be driven. It’s not just about comfort and status; it’s about experiencing the world first-hand, even from behind the wheel.

Final Verdict

Bentley’s “The New Flying Spur” ad is a stylish, high-octane showcase of the brand’s newest model. It cleverly repositions the Flying Spur as a luxurious vehicle and a performance-driven supercar that the ultra-wealthy might want to drive themselves. While the message could be jarring to some of Bentley’s traditional buyers, it opens the door to a new, more hands-on luxury experience.