Chery TIGGO 9 makes drivers miss a car they don’t even own yet in new campaign via Dentsu Creative

Ever driven something so good that getting back into your own car feels a little heartbreaking? That feeling is at the centre of a new integrated campaign from Dentsu Creative for Chery Australia’s flagship TIGGO 9 Super Hybrid.

Built around the idea “Once you drive the TIGGO 9, you can’t undrive it,” the campaign dramatises the longing that follows an experience that unexpectedly resets your expectations.

The work arrives at a moment of significant momentum for Chery, whose popularity is surging, just three years after returning to the Australian market.

With that growth comes an opportunity to keep changing perceptions of the brand. Chery’s strong consideration-to-conversion performance suggested the bigger challenge wasn’t simply selling the TIGGO 9, but making more Australians want to experience it for themselves.

Massage seats. Automatic park assist. Super Hybrid technology. Unexpected comfort and refinement. Once you’ve had them, you miss them when they’re gone.

A series of films turns that feeling into a campaign, with drivers unable to shake the memory of the TIGGO 9 after returning to their everyday lives.

The result is less conventional automotive product demonstration and more automotive separation anxiety.

Says Zac Pritchard, Executive Creative Director, Dentsu Creative: “When you jump into the driver’s seat of a TIGGO 9, you realise just how impressive the car is. The space, the tech, the drive, it’s magnificent. And it stays with you. We wanted to bottle that feeling and give it a rather dramatic expression. And so, this obsessive, paining young man yearning for another drive in his best mate’s new car was born. And the result is this entertaining series of melodramatic films showing off the TIGGO 9’s best features.”

Says Peter Stewart, GM Marketing, Chery Motors ANZ: “The TIGGO 9 has a habit of surprising people. Its comfort, technology and refinement can genuinely change what you expect from a vehicle in this category. Rather than simply listing those features, we wanted to capture the feeling they leave you with once they’re gone.”

The campaign marks Chery’s first integrated campaign of 2026 and the latest chapter in its second year of partnership with Dentsu Creative.

Chery is principal sponsor of Nine’s The Block, with the TIGGO 9 television campaign running throughout the program’s 12-week season, supported by TV, BVOD, SVOD, OOH Digital, Social and Radio.

Dentsu Creative will continue working alongside Chery as the brand builds its presence in Australia, including the anticipated launch of the Stockman Ute later this year.

Chery Motors Australia:
Lucas Harris – COO
Peter Stuart – GM Marketing
Julian Perri – Brand Manager

Dentsu Team
David Halter – Chief Practice Officer
Graham Alvarez-Jarratt – CSO
Zac Pritchard – ECD
Josh Campbell – Associate CD
Mitchell Sutton – Associate CD
Claire Webber – Strategy Director
Nick O’Donnell – Client Partner
Janine Allan – Senior Account Director
Maxwell Hackett – Senior Account Manager
Carolyn Starkey – Senior Producer

VIEW THE PRINT MAGAZINE + PAST ISSUES ONLINE. SUBSCRIBE NOW.

Register for FREE HERE and receive the Campaign Brief Daily Bulletin and/or the global Best Ads Best of the Week Bulletin.              Subscribe to Campaign Brief Magazine.

#More Creative News   #No paywalls   #No annual membership fees

Subscribe to Portfolio & Reel for current listings of Australian and NZ ad agency and production company leadership and key personnel