The company spent two months developing the 30 second commercial to launch the new MG ZS EV SUV – a family-friendly electric suv. Airing exclusively over ITV networks, the animated commercials showcase the vehicle using a combination of beautifully animated storytelling and 3D modelling. The ad, which features a powerful ‘electric is for all’ message, will initially air on the ITV Network and ITV Hub until the 28 October 2019.
As one of the fastest growing car brands in the UK, LGT has worked with MG for over 18 months and was responsible for the successful 2018 launch of the MG3 supermini. The new TV campaign for the MG ZS EV SUV is being supported by an integrated press and digital media mix.
Andy Rees, Creative Director of LGT, said: “When we saw the brief, we set out to challenge some of the current, safe automotive advertising trends to create something that is distinct, fun and which depicts the lifestyles, experiences and day-to-day adventures the family-friendly electric MG ZS EV can compliment.”
By working with partners, London-based marketing consultancy PHM Group and illustrators, Hend & Lamiaa, the advert homes in on MG’s core brand values; family, fun and great value. The result is a contemporary and uplifting commercial that’s underpinned by the ‘for all’ mantra of MG.
The commercial showcases the company’s creative talent in working with some of the UK and Wales’ best-known brands.
Alex Down, Limegreentangerine’s Head of Brand, said: “We’re proud of our work to create such a colourful, friendly animation that is full of zest. MG’s energetic spot bucks the many forgettable car industry ad safety nets, usually consisting of big scenic panning shots or stock-photo families. We have stepped away from the norm to create an ad that is true to the MG brand spirit.
“Whilst our job wasn’t to sell the ‘concept’ of electric cars, we hope that this ad will frame the MG ZS EV as a durable, everyday family car package that also happens to be battery powered. Its affordability makes it the first family-sized electric car on the market within reach of most new car buyers. Already we’ve seen a steep spike in traffic to MG’s website.”
Limegreentangerine, together with PHM Group, won the brief following a competitive pitch process, which highlighted the company’s extensive creative experience in developing unique campaigns and their ability to increase the effectiveness of sales channels including TV advertising.
Daniel Gregorious, Head of Sales & Marketing MG Motor UK commented: “Sales of new MG cars in the UK continue to go from strength-to-strength and we’re very excited to be launching MG ZS EV, our first ever electric car. ZS EV is a truly affordable, family friendly electric car and we’ve already secured over 2,000 orders from customers eager to make the transition to zero emissions motoring with MG.
“We’re delighted to be launching a new commercial for ZS EV this October, which we feel showcases the car’s brilliant qualities including its high-tech features, family sized practicality and seven-year warranty. The commercial also highlights ZS EV’s great affordability and low running costs which make it the perfect electric car for everyone.
“Working with the team on this project has been fantastic, right from the initial pitch process through to implementation – they not only saw the importance of brand, tone of voice, and storytelling, but also needing to produce a commercial which is aligned with our overall sales strategy. The result is a stunning commercial which we feel completely encapsulates our brand and will speak to our target audiences in the right way.”
Client: MG Concept & Direction: Limegreentangerine Development: Limegreentangerine/James Foster Script: James Foster/Alex Down Production: James Foster 2D illustration & animation: Hend & Lamiaa CG/compositing: Bokeh Digital Sound: Syncbox Voice: Tim Loudon Camera: Vidoo Media Management: PHM Group