Priyanka Chopra Jonas Joins Bentley as Global Ambassador

Priyanka Chopra Jonas has been announced as the newest global ambassador for Bentley, fronting a new campaign that positions the brand within a more intimate, narrative-led framework.

Shot by Co-Creative Director Greg Williams, the campaign introduces a softer, more conversational visual language for Bentley. Moving away from traditional automotive advertising, the imagery and film lean into a documentary-style format, focusing on presence, personality, and process rather than spectacle.

Filmed at Sony Pictures Studios, the campaign places Priyanka within a working environment rather than a staged luxury setting. The Bentley Continental GT appears subtly throughout, integrated into the narrative rather than positioned as the sole focal point.

This shift reflects a broader repositioning within luxury, where storytelling and individual perspective are beginning to outweigh product-centric visuals. Priyanka’s inclusion signals Bentley’s alignment with globally recognisable cultural figures who operate across film, business, and advocacy, extending the brand’s relevance beyond automotive circles.

She joins an evolving roster of ambassadors and creative collaborators, including Greg Williams and Mai Ikuzawa, indicating a more interdisciplinary approach to brand building.

With a career spanning over two decades across film and production, alongside her work as a UNICEF Goodwill Ambassador, Priyanka brings a layered public identity that aligns with Bentley’s current direction, one that prioritises authenticity, craft, and narrative depth.

The accompanying film, set to release in the coming weeks, is expected to further explore this positioning, offering a closer look at her creative process and personal perspective, a format increasingly shaping how luxury brands communicate in 2026.