The BYD Seal is a 100% electric sport coupé with 531 horsepower and an ultra-fast take-off, capable of accelerating from 0 to 100 km/h in under 4 seconds. Standard thinking would have shown the car overtaking other cars. The creative thinking by Brazilian agency, We, showed it overtaking other TV commercials. The BYD Seal became the first-ever car commercial that literally overtakes other ads during the break.
In the campaign’s three films, the BYD Seal bursts onto the screen, overtaking ads for EMS Pharmaceutical brands, MultiGrip, Caladryl, and Allexofedrin. As the car takes over, a voiceover explains the disruption, “We overtook this commercial to remind you that the BYD Seal goes from 0 to 100 km/h in just 3.8 seconds.”
“The BYD Seal goes beyond what people imagine — there’s simply nothing like it when it comes to technology and performance in this price range. A groundbreaking car deserves groundbreaking ways to be presented,” stated Alexandre Baldy, Head of BYD Auto Brazil.
“At We, we’re constantly pushing for new ways to rethink advertising — even in traditional spaces like television. I’m proud of our team for the idea and grateful to our clients for trusting innovation as a powerful brand-building tool,” added Armando Araújo, CCO at We.
Credits
Client: BYD [BYD Seal]
BYD Client Team: Alexandre Baldy, Pablo Toledo, Anna Paula Martins, & Denis Onishi
EMS Client Team: Marcus Sanchez and Cinthia Ribeiro
Agency: We
CEO: Fabio Rosinholi
CCO: Armando Araújo
Executive creative Directors: Kleyton Mourão & Carlos Schleder
Creative Directors: Marcos Hosken & Leandro Marchiori
Copywriter: Chico Lucas
Art Director: Felipe Porto
COO: Alexandre Ugadin
VP of Growth: Daniel Rios
VP of Strategy and Content: Gisela Toledo
Planning Manager: João Stipp
VP of Client Services: Wesley Santesso
Account Director: Marina May Boturão
Account Managers: Luana Ide and Rodrigo Gercke
VP of Media: Gustavo Gaion
Media Director: Fabio Cruz
Media Manager: Ariane Denardi
Media Supervisor: Marcia Moreira
VP of Integrated Production: Camila Naito
Integrated Production Manager: Juliana Soares
Motion Designers: Gibran Sirena & Tiago Diel
Video Production for EMS & BYD Films: Cine Cinematográfica
Audio Production for BYD Film: Bumblebeat
Video Production for EMS Films: Gataria Filmes
Audio Production for EMS Films: Canja Audio
Post-Production (Colour Grading): Felipe Tolotti
