SIR Jim Ratcliffe’s Ineos has launched a new ad campaign for its Grenadier 4x4. The posters are attack ads that take a pop at Land Rover’s classic Defender off-roader – the vehicle on which Ineos’s Grenadier is based.
“Let’s take this outside,” says the headline, above a picture of a Grenadier going bonnet to bonnet with a shiny new Defender. The Ineos is covered in mud, implying that Land Rovers are for emasculated wusses whereas Grenadiers are for real men who are prepared to get their hands dirty.