The campaign was developed by DO.
MG Motor Australia has unveiled the next phase of its ZST SUV launch programme which is spearheaded by a new creative campaign, There’s a New Model In Town, developed by DO.
The new generation of MG owners are the inspiration behind the creative which tells the story of an MG ZST and its owner on a night out.
As the MG ZST traverses urban streetscapes, its stunning design captures the attention of paparazzi as the new model arrives to its destination.
Central to the creative is showcasing the MG ZST’s premium design and styling, high quality finishes and MG Pilot Driver Safety Technology.
The creative will be supported with a media buy spanning TV, digital, radio and print.
"We are extremely proud and humbled to see the MG Motor brand continuing to grow at such pace in Australia and New Zealand,” says MG Motor Australia & New Zealand director of marketing and product development Danny Lenartic.
“We are committed to continuing to build trust in the community and meeting customer demand by providing exceptional choice, outstanding value, premium design and advanced levels of technology and safety features.
“Following a teaser campaign and our first ever live-streamed launch via PR and Social Media in September, the ZST has been very well received by our customers with initial stock allocations snapped up by savvy buyers. Now that all our dealers have full stock levels we are accelerating our investment in our brand with this new creative.”
DO creative director Tom Ormes says working with MG Motor over the last few years, he has been the brand evolve.
"The MG ZST packs a real punch, has some great technology and looks awesome too!" says Ormes.
"The ‘There’s a New Model in Town’ campaign was about bringing all of that to the front. Developing it all with Simon Harsent and The Pool Collective was a great experience – their dedication to craft never waivers."
The new creative commenced airing nationally from Sunday, October 11, 2020.
Client: MG Australia
Director of Marketing and Product Development – Danny Lenartic
Brand Manager – David Hearty
Creative – DO.
PR, Events and Social – DEC PR with Insight Events and Camber Collective
Production Company - The Pool Collective
Director - Simon Harsent
Photographer - Danny Eastwood
MD/Executive Producer - Cameron Gray
Producer - Topher Dow
Production Manager - Jenny Webb
Production Coordinator - Clementine Lloyd
Director of Photography - Peter Eastgate
2nd Unit DP - Robert Farley
Gaffer - Matt Russell
Key Grip - Beau Sevastos
Art Director - Jamie Morris
Wardrobe - Fleur Egan
Make-up Artist - Lida Harsent
Location Manager - Luke Torrevillas
Lead (ex Vivien’s) - Leanne McVeigh
Post-Production - The Editors
Offline - Laurence van Camp
Edit Assist - Grace O’Connell
Post Producer - Adrian Konarski
Colourist - Greg Constantaras
Online Operator - Heather Galvin
Music & Sound Design- Electric Sheep Music
Composer - Declan Harsent
Sound Designer - Joe Mount
Executive Producer - Kate Stenhouse
Retouching - Cream Electric Art
Senior Retoucher - Karl Winton Chaka
Producer - Nicole Henderson