The campaign will run across TV, print, social and digital.
Automotive brand MG Motors has launched its latest campaign from Joy called Generations of Style to showcase its hatchback MG3.
Tasked to appeal to the two largest buying groups, the integrated campaign is centred on a simple truth: the MG3 model appeals to both ends of the market because of its great value and stylish features.
This notion was backed when the MG3 was confirmed as Australia’s best-selling light hatchback in July 2020.
The campaign film features a tongue in cheek interaction between two different generations of women.
"It’s good to get back to our MG roots and do something light-hearted and fun," MG Australia director of marketing and product development Danny Lenartic says.
"We’ve just taken out number one in the small car category and it’s our hope we grow even further in the future."
The campaign draws on MG’s legendary heritage and the film elevates this notion of style by highlighting the vehicle’s stylish interior and impressive features list, all at an attainable price.
“The MG3 is really all about fun and style, our job was to simply showcase that in MG’s unique way," Joy creative head Ben Pearce says.
"It’s been great working with a client who not only understands their audience so well, but also has such a great product.”
The campaign will run across TV, print, social and digital.
Credits
Client: MG Australia
Director of Marketing and Product Development – Danny Lenartic
Marketing Executive – Eva Mitchell
Agency: JOY
Managing Director – Nicole Milward
Account Director – Sophie Turner
Account Executive – Jayde Machell
Creative Head – Ben Pearce
Creatives – Nicholai Henriksen, Kath Hunter
Media Director – Amelia Thackway
Social Media Lead – Irnin Khan
Producer – Oscar Birken
Production: Eden Creative
Head of Production – Adam Eden
Producer – Erin Sheehan
Director – Josh Whiteman
Editor – Shaun Sprowles
