Jan 29, 2010

MG | Make the Difference | China

British sports car brand MG is rolling out a thematic campaign following the brand's relaunch in China last year.

The agency behind the campaign, WE Marketing Shanghai, has released a through-the-line promotion titled 'Make the difference’. SAIC Motors, MG’s current owner, started planning the brand’s rejuvenation mid last year. Set in an adventurous outdoor location with an action-packed storyline, the James Bond style commercial will launch in China and also run in the UK and the rest of Europe.

“The team (including the client and agency) decided to have the entire launch burst on air with a 45-second long commercial,” said Kenny Wong, mananging director at We Marketing Group.


Project Make the Difference
Client SAIC
Creative agency WE Marketing Shanghai
Chief creative officer Sam Chung
Executive creative director Xavier Sun
Creative director Tang Di
Art director Zhou Jia Bo
Copywriter Kenny Tan
Agency producer Zeng Dou
Production company New Life Film
Exposure Television, print, outdoor, online

Related Articles

Just Published

49 minutes ago

Gibberish to growth, new spot puts Aussie male ...

Funny talk, serious impact. The Hallway's latest campaign will be screened at The Sydney Film Festival this week.

1 hour ago

Ad industry must fix gap between intent and action ...

Campaign is launching a series of opinion pieces about sustainability ahead of Cannes Lions 2023. Here the leaders of Ad Net Zero, WFA and ANA issue a joint call about the need to move from talk to impact.

2 hours ago

Asia-Pacific Power List 2023: Julie Nestor, Mastercard

Nestor recognises her privilege as a marketer to influence the narrative and leads campaigns that connect passion with purpose.

3 hours ago

2023 Cannes Contenders: Ogilvy APAC's top bets

There's no exact science to predicting a Cannes Lions winner, Ogilvy's Reed Collins gives a shot nonetheless.