Redefining supercars with
Mclaren
In 2017, McLaren Automotive came to us with a challenge: to create a tone of voice that would help them stand out in the fiercely competitive luxury supercar market. Our answer began with developing a bold, highly distinctive brand voice – and has evolved into hundreds of individual copywriting projects. In fact, we’ve worked on everything from product launches and brand storytelling to service communications and campaigns. Here are a few of the highlights.
Services
Tone of voice
Brand storytelling
Campaigns
Comms
Industry
Motorsport
A tone apart
The highest echelons of performance, price and quality. This is the world McLaren inhabits. But a tone packed full of superlatives wouldn’t give them the standout they wanted.
Instead, we crafted a tone of voice that subverts convention. It riffs off the speed and extreme nature of their cars with surprising words and deliberately fragmented sentence structures.
Launch control
We’ve written online and offline comms for the launch of several McLarens – from the extraordinary Speedtail to the uncompromising LT models.
This includes McLaren’s latest flagship supercar, W1. A car that only a few will own but many will admire from afar. And it follows in the tyre tracks of the legendary F1 and P1™. Our approach blended technical product-level detail with strong brand heritage messaging. We made sure the copy remained sensory-rich, bringing the driving experience to life for all, whether they’ll ever get behind its wheel or not.
A brand book
McLaren is a brand with a fascinating story to tell. Many fascinating stories, in fact. So, when tasked with writing their brand book, we delved deep into the business to uncover the unique facts that make McLaren, McLaren. From design genius to engineering obsession, we helped bring the hidden gems to life in a high-spec brand book.
Function with feeling
Even with luxury supercars, there are practicalities to consider. Beyond our high-level launch campaigns and brand-defining work, we also handle much of McLaren’s transactional copy. By ‘flexing’ the tone, we convey the essentials about maintenance, warranties and aftersales – while keeping the prestige and excitement of the brand alive.