MG makes you look at the new MG4 electric in latest campaign via Milk+Honey United
Milk+Honey United has been appointed by MG Motors for a special project to help launch its important and exciting new MG4 Electric Vehicle in Australia and New Zealand. The new ‘Made You Look’ integrated campaign runs across film, radio, OOH, social and digital.
Designed from the ground up the MG4’s new revolutionary EV platform redefines space and performance to create a hatch unlike anything you’ve ever seen before, while the 50:50 weight distribution and rear wheel drive makes the electric performance even more electrifying. Add sleek European lines, cutting-edge tech, an impressive 530 km of range and a 7 year warranty and no wonder it was awarded Car Sales Car of The Year 2023.
Says David Hearty, general manager, MG Motors Australia: “MG continues to go from strength to strength, and with the MG4 electric we have the opportunity to really set the pace and capitalise on our momentum. Built on MGs first Modular Scalable Platform, it will change the way you look at cars from now on, so it deserved a creative approach that would stand out as much as the MG4 itself.”
Says Steve Jackson, founding partner, Milk+Honey United: “With our extensive auto experience, MG approached us for this important project to create an integrated campaign that would really cut through in this competitive market, helping to both showcase the new hot as hell MG4 EV and further establish MG as a real contender in this part of the world.”
Says Andy DiLallo, founding partner, Milk+Honey United: “We greatly appreciate the opportunity to help MG usher in a new era of EV vehicles by bringing cutting edge technology along with sharp design to the masses.”
Client – MG Motors Australia
General Manager – David Hearty
Brand Manager – Laura D’Aspromonte
Marketing Coordinator – Barry Connell
EV Product Specialist – Nico Thiermann
Agency – Milk+Honey United
Founding Partner – Andy DiLallo
Founding Partner – Steve Jackson
Executive Producer – Susannah Myerson
Design Director – Ramon Rodriguez
Production Company – Clockwork Films
Owner/MD – Jamie Cohen
Owner/EP – Heath George
Executive Producer – Alan Robinson
Director – Justin McMillan
DOP – Tim Tregoning
Post Production – The Editors
Executive Producer – Rita Gagliardi
Editor – Ryan Boucher
Music & Sound Design – Massive Music
Media Agency – Joy Media
26 Comments
Clean and simple. Like the line too.
Aaaaaaaah, this is the campaign that awkward ‘Got you looking’ campaign for The Iconic should have been. Much better line.
zzzzz
it does look like a cool car…but the OOH looks like the rough mock for the creative preso yikes
Tasty art direction
So much ham so little time
This makes all the commenters who were negative about the VW ad look very silly indeed
https://www.istockphoto.com/photo/asian-man-in-eyeglasses-pointing-something-with-excited-expression-gm1334818012-416796168
Made you look is a nice way in. The execution is so pedestrian and contrived.
Solid. Love the OOH.
This is absolutely woeful.
Shame the car doesn’t live up to the beautiful craft, chucking a bit of lippy on the pig.
Why …? Did you actually watch the two ads? Except for the fact that they are both for cars, this one and the VW one have absolutely nothing in common. Sure, one looks beautiful, the other looks like someone’s kid art directed it, but at least this one seems to say something about the car.
I dont know how I feel about mockups. Esp when they are as far from being convincing as these are. Ones clearly in the UK. That elevator one ive seen a miillllllion times.
I get it, show the work etc, just makes it feel, I dunno – studenty.
I dont mind the actual work itself, pretty solid
That line is also used by Freemans in the UK. Released in December.
Why do all ads with talent looking surprised have to have them with their mouths open…surprise or scared?
Creatives need to do better,
Marketers should look for something better.
your opinion is now dead to me
Hey, you gotta cheer on indie start-ups. I’ll always do that on this place that so often devolves into anonymous name calling.
The dog is funny, the people are cheesy.
Agree..
The solid logo disturbs me. and it gets worse the more I look at it. The classic MG logo worked well enough as a badge – the colour and tone masked the imbalance. But as a plain, simplified expression, it needs to be redrawn. Keep the character and history, just balance it all so it looks ‘right’.
Why are all the pictures of the OOH in another country?
Car ads don’t get made here any more.
Because we don’t make any cars.
And it’s cheaper to use the ads from overseas, which is why we see ‘overseas model shown’ on every ad.
So agencies get bits from around the world and have to kind of patch them together.
Which is why they’re all shit.
At least VW was shot around here. Hats off.
…strategy that has been done to death over the last 20 odd years.
Surely there has to be a better USP for this car than ‘it looks good’.
Execution is also familiar and lazy.
If all you can say about a car is ‘made you look’ you’re only pointing out it’s different, which isn’t a good thing for car buyers. And these ads look very cheaply made. Not long ago, MG were 5 in Australia. The latest v-facts puts them at 7, sliding behind Mitsubishi and Hyundai again. That’s a big loss.
Wouldn’t the 530km range for an electric car have made more sense for an audience that has ‘range anxiety’?
I actually looked at the 2021 MG ZS and HS EV range when I was after a new (secondhand) car back in December.
They promised around 200km on a full charge. That wasn’t great which is why I decided against them (also, not great reliability).