PROBLEM

MG wanted to reintroduce itself to a new generation,  millennials who value authenticity, exploration, and meaningful experiences over traditional car advertising. The challenge was to break away from formulaic automotive storytelling and speak directly to a younger, more culturally tuned-in audience across the Middle East.

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IDEA

We positioned MG as a spirit of discovery, a companion for those who seek the unseen and the unexpected. To resonate with this audience, we went beyond typical lifestyle imagery, uncovering hidden experiences across the region: the tranquil mangroves of Abu Dhabi, an emerging comedy club in Jeddah, the lush forest in Dubai, and more. The creative concept celebrated real places, real stories, and the thrill of exploration.

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SOLUTION

We brought the idea to life through a narrative inspired by the rising Arabic poetry movement - a voiceover that felt raw, emotional, and proudly regional. This approach not only captured the essence of MG’s adventurous spirit but also created a piece of communication that felt fresh, culturally relevant, and distinctly millennial. The result was a campaign that didn’t just showcase destinations — it celebrated the journey, redefining what modern discovery means for a new generation of drivers.