This campaign came from a big win (for the car) plus a very limited budget (for the brand).
Thankfully, a bit of left-field thinking was all it took to genuinely start a bit of a debate on social media and in the press.
As for Oxford Dictionaries? Well, their new definition might not have been perfect from a brand perspective, but we did at least get them to drop the reference to ‘internal combustion’.
Job done.
