Test Drive - Caterham
Our Role: Strategy, Creative, Production, Directing, Editing, Post-Production
Background
Classic British car brand Caterham needed to remind a new generation of drivers that Caterham cars are still some of the most exhilarating cars you can drive.
The challenge was that their cars have barely changed in 60 years.
As the rest of the industry upgrades to the EV revolution, Caterham are still doing things the way they always have.
We wrote a new brand line, directed the launch film and designed a series of Instagram ads to communicate the new positioning.
Our Idea
Our approach was for Caterham to stick a middle finger up to autonomous assistance and harness their lack of technology.
We created a campaign that celebrated all of the imperfections that give Caterham cars their character and make them pure driving machines.
The manifesto turned what they thought was their biggest weakness into a defiant point of view, along with a deliberately blunt endline summarising their ‘no frills’ approach to design and engineering.
“We don’t do Technology.”
Over 60 years ago an almost-perfect driving machine was born.
Which is why it hasn’t changed much since.
As other cars slowly turn into robots, Caterham remain dedicated to a real, physical driving experience.
Yes our cars have their nuances.
Some might call them imperfections, but we call it character.
Because we know that every single part of every single one of our cars exists for one simple reason:
To create the best driving experience.
— The new manifesto