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

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