Chery tiggo 4
Chery – The Everyday SUV Packed Full of Life
Expertise
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TVC
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Social and digital campaign
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Creative development
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Creative storytelling
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Live-action production
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Stills photography
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Automotive photography
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Digital content campaign
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End-to-end campaign delivery
The challenge
As a new challenger in the UK automotive market, Chery needed the Tiggo 4 launch to stand out – to be the no nonsense SUV that can do it all. In a crowded category filled with predictable campaigns, we created something a modern Britain could connect with.
Tiggo 4 is aimed at everyone, young, old and in between. It is an affordable car with a surprising amount of features, but the smallest in the lineup. This is a car that really packs a punch.
Our focus was simple: make Chery feel like it belongs not only on the streets of Britain but in our real everyday lives. One with a feel good, uplifting energy, that feels at home on Saturday night TV.
Idea
Cars are rarely just about getting from A to B.
They’re where life happens; ice-lolly drips after a day at the beach. Where friends squeeze in, soaked from the rain. They are for the quiet times when nobody else is around.
For the launch of the CHERY Tiggo 4, we focused on the moments that make a car matter. An everyday SUV full of features, designed to be Packed Full of Life.
Rather than following automotive convention, the TV spot never leaves the studio. In one continuous camera move, we travel through three slices of everyday life. A family enjoying a day at the beach. A couple sharing a sunset. Friends returning from a rainy countryside walk.
Filmed entirely in a Shanghai studio, the commercial combines a carefully crafted set design with a technically ambitious camera move. A stabilised robotic camera system glides seamlessly between scenes, creating the feeling of one uninterrupted journey. The film is brought together by Tom Robinson’s iconic track 2-4-6-8 Motorway, adding a sense of familiarity, warmth, and optimism. Extensive post-production work removed blinks and micro-movements from the frozen scenes, creating a world suspended in time while keeping every moment feeling authentic and human.
A simple idea, brought to life beautifully.
Because sometime the best stories about cars aren’t about the cars at all.
Impact
The result was a distinctive and emotionally engaging launch campaign that introduced CHERY to UK audiences through authentic, human storytelling.
The hero 30-second TVC was rolled out nationally across TV, social and out-of-home channels, establishing Packed Full of Life as a memorable platform for the Tiggo 4 and helping CHERY make a confident entrance into the UK market.
