These five subjects bet big on themselves.
Automotive brands, when all out of new sheetmetal to deploy, start focusing on the people, the buyers and the creators of their respective nameplates. This draws a link to your average Joe, as Ram did with its trucks and its "Everyday Rock Stars" marketing move. But even Bentley isn't immune to such things, and today the luxury maker is touting its "Extraordinary Journeys" content series.
The series will launch with five individual stories of owners, entrepreneurs, athletes and business leaders, with monthly updates to follow. Bentley will tell the stories of these inspiring people "who are being driven by progress and on their own personal 'extraordinary journey.'" It helps that the collective group owns a couple of Bentaygas, a couple of Continental GTs and a Flying Spur between them.
The first five subjects include businessman Ben Weiss, craftsman Scotty Cameron, fashion icon Jim Moore, PGA golfer Bryson DeChambeau and entertainment entrepreneur Roxanne Avent Taylor. Each has a unique approach to their passion, which Bentley will be exploring.
"Bentley owners have always been more than customers; they were instrumental in the early success of the brand when they piloted Bentley vehicles to victory at the revered races of the day," said Christophe Georges, President and CEO of Bentley Americas. "Like the early Bentley customers, Extraordinary Journeys' series showcases the stories of men and women who are forging their own unique paths. We are proud to showcase these remarkable people and their values, which run deep and true to the values of Bentley."
It starts with entrepreneur Ben Weiss (and his silver Continental GT, above), who founded antioxidants beverage company Bai in his basement in 2009. Weiss went up against the giant soda companies and eventually won.
Dr. Pepper Snapple acquired Bai in 2017 for $1.7B. Now he's working on Crook & Marker - an organic alcohol beverage company, launched in 2019.
Next up is Scotty Cameron who has created some of the finest milled putters in the world. He partnered with Titleist, and now supplies putters for dozens of touring professionals around the world.
Bryson DeChambeau (below), backed by his research and discovery methods, is changing the game of golf. He questions everything about the sport, including the physics, and is on a journey to become the best player and to share his insights with the world.
Roxanne Avent Taylor (below) is a film producer and co-owner of Hidden Empire Film Group. She has released four films, grossing more than $100 million to date. Her most recent films include FATALE starring Oscar winner Hilary Swank and The House Next Door starring Mike Epps.
Finally, we have Jim Moore (below), the former Creative Director of GQ magazine and current Creative Director at large. He's styled everyone from movie stars to athletes, musicians and politicians for covers and editorials now deemed iconic. His work has influenced men across the globe to hone and elevate their personal style.
What do these people all have in common, besides the fact that they own a Bentley? They're creative success stories, but not in the traditional way. All have bet on themselves and won, and really, that's what America is all about: betting on yourself, winning, and being inordinately compensated for your work.