Qoros 3 Hatch speaks (and sings) for itself in Chinese ad campaign
The new Qoros 3 Hatch is doing the talking, and singing, in its latest advert created by BBH China.
Appearing as the central star in a music video, the Qoros 3 introduces itself to the world with its own take on a rap song and some signature moves in order to appeal to China’s younger generation.
Head of branding and advertising for Qoros Auto, Jamie Ahn, explained that the car did “not need the usual celebrity endorsement or hard sell to prove its worth”.
Yu Kung, creative director at BBH China, commented: “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.”
Directed by Joesph Khan, the man behind the driving stunts of the Fast and Furious movie franchise, the campaign launches Qoros’ second car in the Chinese market in the last 12 months.
Of the advert, Elvis Lee, business director of BBH China, said: “Selling a conventional lifestyle is not going to work in the fickle Chinese market anymore...The Chinese love live music and singing contests - so why not give them what they enjoy instead of pushing products down their throats.”
In addition to the music video Qoros has also launched a ‘making of’, and an OOH and print campaign.