Understanding the idiosyncrasies of your target audience is the foundation of campaigns that star for creativity and effectiveness. DDB Egypt has nailed that brief. Cars a hugely expensive in Egypt. That has only inflamed the passion people feel for them. MG’s target audience knows the specifications, of cars in detail, whether they can afford them or not.

DDB has tapped into this insight in its campaign to launch the new range – MG RX5, the MG 4, the MG 5, the MG One, the MG 7, and the MG ZS – Well known. Even if not owned, that places MG in popular culture.

In a series of humorous commercials, the dialogue in relatable moments are turned into product spiels – with people sharing the specifications, features and prices of cars instead of discussing the current situation.

The TVCs are supported on billboards, in social media channels and digital channels in Egypt.

All commercials with sub-titles in English:

Credits 
Client: Mansour MG Automotive
Client Team: Mohamed El Sheikh, Mohamed Shiha & Hany Moataz
Creative Agency: DDB Egypt
Creative Team: Islam Khaled, Abdelrahman Mahfouz, Ahmed Atef, Ahmed Ashraf, Alia Fawzi & Fatma El-Tigany
Digital Designers: Malak Gomaa, Nadeem Megahed, Khaled Elkady & Ahmed Osama
Account Team: Mai Ahmed, Mostafa Badawi & Walid Kamal
Production Designer: Eslam Hassan Shawky

Production Company: Kino Films
Director: Amr Haddad
Producers: Dalia Arafa, Farah Dabbour
Associate Producers: Yasser Sayed & Malak Yassin
Director of Photography: Hamzoon
1st AD: Wael Mandour
2nd AD: Marianne Magdy
Assistant Director: Wael Mandour
Executive Producer: Amira Sherif
Head of Production: Mohamed Sabry Abaza
Line Producer: Mahmoud Khawaga

Post Production: The Barber Shop
Producer: Omar Abdelrazek
Editors: Amr Rabee & Omar Sherien
Colourist: Ahmed El Gendy
VFX: Nutshell Studios