PHM creates ad for first electric MG

Mark Johnson's picture
by Mark Johnson

London-based marketing consultancy, PHM Group, has created a new animated TV commercial for iconic British car manufacturer MG Motor, which airs throughout October.

Showcasing the already popular zero emissions MG ZS EV SUV, using a combination of beautifully animated storytelling and 3D modelling, the exciting new ad is running on the ITV Network and ITV Hub this month.

Animated ad

Setting itself apart from some of the current automotive advertising trends, the stylish and fun animated commercial which is set to upbeat music and a voiceover depicts the enticing lifestyle and experiences the family-friendly electric MG ZS EV can offer.

PHM Group conceptualised the piece by homing in on MG’s core brand values; family, fun, value and storytelling. 

The result is a modern and light-hearted commercial that encompasses the affordability, competitive positioning, advanced technologies, design and family sized practicality of the MG ZS EV.

Electric dreams

Produced with detailed animations, weaved in with 3D modelling of the real MG car and an electric charging point, the ad clearly demonstrates to audiences that ‘electric is for all’.

Taking over 10 weeks to create, the PHM Group team has seen the project from the initial concept and storyboarding, right through to implementation. 

The team were also behind creating the inclusive and diverse animated characters and ensuring the voiceover and music is in harmony with the existing MG brand voice.

Following the announcement of their record-breaking start to 2019, MG is keen to maintain this momentum and further strengthen their position as the fastest-growing car manufacturer in the UK. 

MG ZS EV TV advert

Commercial objectives

With this in mind, PHM Group has developed the new ad with a strong focus on appealing to MG Motor’ target customers, as well as supporting MG in achieving their key commercial objectives for the year.

PHM Group won the brief following a competitive pitch process, which displayed their extensive experience in the automotive industry and ability to increase the effectiveness of sales channels such as TV advertising.

“We are absolutely delighted to have been able to work on MG Motor UK’s new television commercial which will be airing across ITV and ITV Hub throughout this October and January 2020”, said Peter Hookham-Miller, Managing Director for PHM Group.

“MG cars are fun, sporty and amongst the best value in the market and we wanted to communicate this to a wide audience. 

“Alongside our partner agency Limegreentangerine, we have created a concept that focuses on MG’s existing core values.

“MG’s first-ever electric vehicle, the MG ZS EV, is set to revolutionise the way consumers view zero-emissions motoring. 

“Our extensive experience in the automotive industry means that our team is perfectly positioned to communicate this story to a wide target audience that fits with MG’s overarching sales strategy.

“We have created a stylish, modern, upbeat and inclusive commercial, which we feel not only reflects the MG brand but pinpoints the things that are important to modern consumers when it comes to making their purchasing decisions – family, experiences, and affordability.

“We are incredibly pleased with the resulting look and feel of this new commercial for MG Motor and are excited to see it air for the first time this October.”

Daniel Gregorious, Head of Sales & Marketing MG Motor UK said: “Sales of new MG cars in the UK continue to go from strength-to-strength and we’re very excited to be launching MG ZS EV, our first-ever electric car. 

“ZS EV is a truly affordable, family friendly electric car and we’ve already secured over 2,000 orders from customers eager to make the transition to zero emissions motoring with MG.

“We’re delighted to be launching a new commercial for ZS EV this October which we feel showcases the car’s brilliant qualities including its high-tech features, family sized practicality and seven-year warranty. 

“The commercial also highlights ZS EV’s great affordability and low running costs which make it the perfect electric car for everyone.

“Working with the PHM Group on this project has been fantastic, right from the initial pitch process through to implementation – they not only saw the importance of brand, tone of voice, and storytelling, but also needing to produce a commercial which is aligned with our overall sales strategy.

“The result is a stunning commercial which we feel completely encapsulates our brand and will speak to our target audiences in the right way.”

Digital City Festival 2020

Digital City Festival has launched

Five days of events showcasing the best of digital in the North