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Chery UK's TIGGO 9 Campaign: Key Findings
Campaign Snapshot
Chery UK is focusing on everyday family drives with its latest campaign to show that even short, routine journeys can be worth enjoying.
Made together with Merman Productions and global marketing agency TEAM LEWIS, the ads are fronted by real-life couple, former footballer Peter Crouch and model Abbey Clancy.
"Get Carried Away" establishes TIGGO 9 as a family SUV built for real-life errands.
John Zhong, brand director at Chery UK, said in a statement that the team recognized "the value in a strategy rooted in authenticity and everyday relevance" early on.
"'Get Carried Away' reflects the confidence and ease that define TIGGO 9, and working with Peter and Abbey helped us communicate that in a way that feels natural and relatable," he added.
In the end, Zhong emphasizes that the campaign is about "enjoying every journey, no matter how ordinary.”
The campaign aims to build brand awareness by attaching the SUV to repeatable daily moments and allowing familiarity to grow through routine exposure.
Crouch Gets Carried Away
The campaign’s humor and warmth come through in scenarios that most families recognize.
The hero spot starts with Clancy finding out they've run out of milk.
From there, Crouch zooms off to the groceries, using the TIGGO 9, of course, but not without a short nap after using the seat massager.
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The rest of the ad plays like a short mission for Crouch:
- Picking up their furry friend from the dog daycare
- Making a quick trip to the grocery store
- Coming home only to find out he left the milk in the car
Additional behind-the-scenes footage keeps the work sticky and on top of people's minds.
“We wanted to create a piece of work that felt honest, human, and distinctly British,” said Arjun Singh, EVP global creative growth at TEAM LEWIS.
“Rather than exaggerating the driving experience, we focused on the small, everyday moments that define family life, and showed how the TIGGO 9 genuinely makes those moments better.”
Overall, leaning into relatable experiences instead of car specs allowed the campaign to demonstrate the SUV’s smart technology, spacious interior, and premium features at work.
Chery UK’s Everyday Journey
Similar to how brands like Skoda and Kia localize campaigns for their audiences, Chery makes good use of local talent to connect authentically.
Its latest campaign is a timely case study in crafting authentic campaigns using star power to build local relevance.
- Campaigns resonate when they're relatable. Showcasing everyday experiences instead of idealized product use can put audiences in the driver's seat and see themselves in Crouche's shoes.
- An ample mix of celebrity marketing and quick product demonstrations can build trust and credibility while keeping the tone light.
- Integrated channels from TV to socialamplify impact when storytelling is consistent and culturally tailored.
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Last year, Chery UK reported nearly 4,000 vehicles sold in its first quarter in the country, marking a notable entry into the competitive SUV market.
Our Take: Is Relatability Enough?
I don’t think this campaign is trying to be loved, but it's enough to gain its audience's trust
Watching this, I don’t feel like Chery wants to dazzle me with innovation or disrupt the SUV category.
It wants me to believe it understands the grind of everyday family life. And this is a quieter ambition.
The popularity of Crouch and Clancy gives the set of films familiarity among British audiences, borrowing a sense of real normalcy in a market where new Chinese brands still face skepticism.
Ultimately, the campaign is quietly confident and earns your trust slowly, the way most families make buying decisions in the first place.
Recently, Peter Crouch also starred in another UK brand ad.
Ariel wanted to showcase the cleaning power of its "Big One" detergent and thought the legendary footballer was their man.
Trust builds faster when stories feel close to home. These top agencies help car brands use relatable narratives to earn confidence market by market.
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