Al-Futtaim BYD has launched its Ti 7 model in the UAE with a campaign film that celebrates the multicultural nature of the country.
The spot, developed in partnership with Memac Ogilvy, cuts through the clichés of stereotypical SUV advertising – which typically feature epic landscapes and dramatic adventures – and focuses on the simple everyday moments people experience in their cars.
The spot starts with a striking message, ‘You spend 4 years of your life in your car.’ This span of time then gets comically broken down into moments of ‘taking the wrong exit’, or ‘getting rid of sand’ – to meet the brand’s mandate of positioning the Ti 7 with a broad cross-cultural appeal, resonating