“Thinking EV? Think MG”: MG launches new national brand campaign via Elevencom

MG Motor Australia has launched a new integrated brand campaign created by independent agency Elevencom, designed to strengthen the connection between electric vehicles and the MG brand, positioning the automotive manufacturer as one of Australia’s leading EV providers.

The campaign centres around the simple yet powerful proposition: “Thinking EV? Think MG.”

Now live nationally across television, out-of-home, cinema, YouTube, search and radio, the campaign showcases MG’s growing electric vehicle portfolio while challenging perceptions of what an EV brand can look like.

The campaign features MG’s expanding EV family, including the MG4 EV, MG4 EV Urban, MGS5 EV, MGS6 EV and the flagship Cyberster roadster, highlighting the breadth of the brand’s offering across multiple segments and price points.

The work builds on MG’s long-standing commitment to electric mobility in Australia. Since launching the MG ZS EV in 2020, MG has played a key role in democratising EV ownership by bringing affordable electric vehicles to market. The brand has since expanded its electric range to cater to a broad spectrum of Australian motorists, from first-time EV buyers through to performance enthusiasts.

Dimitri Andreatidis, Marketing Director at MG Motor Australia, said the campaign reflects both the maturity of the Australian EV market and MG’s evolution as an electric vehicle brand: “MG has been part of Australia’s EV journey from the beginning, helping make electric vehicles more accessible to everyday Australians.

“Today, we offer one of the broadest EV portfolios in the market, spanning everything from practical urban mobility through to premium SUVs and high-performance sports cars. This campaign is about reinforcing MG’s credentials as a leader in electric mobility and ensuring that when Australians think EV, they think MG.”

The creative platform was developed by Elevencom to create a stronger mental association between EVs and the MG brand while showcasing the design, technology and performance credentials of the latest generation of MG electric vehicles.

Says John McLachlan, Director of Operations at Elevencom: “This campaign is all about making MG synonymous with EV. As well as reminding people about the breadth of EVs that MG offers, we wanted to surprise them with the stunning design and premium technology that MG’s latest electric vehicles deliver.”

Brett Jones, Portfolio Manager at MG Motor Australia, said the campaign reflects the significant evolution of MG’s electric vehicle range over the past five years: “MG’s EV story started with making electric mobility attainable, but today our range demonstrates just how far the technology has come.

“Whether it’s the award-winning MG4 EV, the family-focused MGS5 EV and MGS6 EV, or the exhilarating Cyberster, we now have an EV for a wide range of Australian lifestyles. This campaign celebrates that diversity while reinforcing MG’s commitment to the future of electric mobility.”

The campaign is currently live across television, out-of-home, cinema, YouTube, search and radio.

Client: MG Motor Australia
Marketing Director: Dimitri Andreatidis
Portfolio Manager: Brett Jones

Creative Agency: Elevencom
Director, Operations: John McLachlan
Director, Creative Strategy: Jono McCauley
Senior Writer: Tim Arrowsmith
Senior Art Director: Daniel Crocetti
Designer: Renno Thenaya
Editor: Greg Eagle
Sound Engineer: Greg Crittenden, Take 2 Audio

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