Automotive advertising has always loved talking about cars.
The performance. The technology. The engineering. The features.
And while those things matter, they’re rarely what people remember.
Cars are one of the few products that become part of our lives. They’re where conversations happen. Where families grow. Where friendships are built. Where road trips begin. Where we sing badly, argue, laugh, think, cry and occasionally just sit in silence.
The value of a car isn’t found in the specification sheet. It’s found in the moments that happen around it.
That feels even truer today, as vehicles proliferate at a rate of knots. And become increasingly similar in terms of technology and features, differentiation is no longer just about what a vehicle does. It’s about the role it plays in people’s lives.
People don’t buy a seven-seat SUV because it has seven seats. They buy it because of what those seats make possible.
The school runs. The weekends away. The football kit in the boot. The friend who needs a lift. The dog that insists on coming everywhere.
Features tell us what a product is.
Stories show us why it matters.
Creating a people-first campaign for the Chery Tiggo 4
That thinking shaped our approach to the launch of the Chery Tiggo 4.
An everyday SUV packed with features and designed to be packed full of life.
Rather than following convention, the TV spot never leaves the studio. In one continuous camera move, we travel through three slices of everyday life, capturing the moments that transform a vehicle from a product into part of the family.
Because while cars may get us from A to B, the stories we remember happen somewhere in between.
And the best stories about cars aren’t about cars at all.
Credits
Creative Agency: Juice
Production Company: CHIEF Productions
Helen Gibbs – Executive Creative Director
Rebecca Dymock – Executive Producer
Kelly Glover – Account Director
Amars Mehmi – Client Lead
Nate Camponi – Director
Simon Hawken – DOP
James Bamford – Colourist
Longhouse Post
Eddie Fisher – Creative Director
Thom Binding – Strategist
