All Singing All Dancing Automobiles in BBH China's Qoros Spot
Forget celebrity endorsements and those conventional shots of a car moving down a winding road. A BBH China campaign for the new Qoros 3 Hatch lets the car do all the talking...and singing.
Appearing as the central star in a music video is the Qoros 3 Hatch - stealing the show and introducing itself to the world with its own take on a rap song and a few considerably impressive moves.
Directed by the famed Joseph Khan, with driving stunts by stunt man of Fast and Furious fame, the campaign is launching the Qoros brand’s second car launch into China in twelve months.
Yu Kung, Creative Director, BBH China said: “Being a new international car brand from China, we refused to let Qoros fall into a sea of dull, predictable car advertising.
We wanted to shake things up - so naturally, we ended up in the freezing cold deserts of northern China, trying to direct a car to sing and dance –with a team who are the best in the business of course.”
Jamie Ahn, Head of Branding and Advertising, Qoros Auto said: “We were confident with BBH, our creative partners, that the Qoros 3 Hatch does not need the usual celebrity endorsement or hard sell to prove its worth. The car is rightly the main star of the campaign.”
The campaign targets China’s younger generation – a rising group of discerning consumers, no longer only seeking foreign brand recognition but quality of life and an alternative point of view.
Elvis Lee, Business Director, BBH China said: “Selling a conventional lifestyle is not going to work in the fickle Chinese market anymore. Consumers want to be entertained and engage with brands that they choose. The Chinese love live music and singing contests - so why not give them what they enjoy instead of pushing products down their throats.”
The Qoros 3 Hatch campaign includes a music video, a ‘making of’ video, an OOH campaign and a print campaign that starts a dialogue with consumers, requesting that they rate the car based on its features and quality.
Client: Qoros Auto
Executive Creative Director: Johnny Tan
Creative Director: Yu Kung
Associate Creative Directors: Ken Lu
Senior Art Director: Shu Teoh, Peter Zheng
Senior Copy Writer: Deborah Frenkel
Account Management: Elvis Li, Chunling Fong, Andrew Hu
Planning: Darius Karbassioun, Jonathan Koh, Andy Edwards
Agency Producer: Krystie Koh
Production House: Gravity
Executive Producer: Merrilyn Lim
Producer: Pearl Tan
Category: Automotive , Cars
Genre: Music performance , Visual VFX