What the brand needed
“The way I see it, if you’re gonna build a time machine into a car, why not do it with some style?” – Dr Emmett Brown
The launch of the OMODA C5 marked Chery Motors SA’s first step into the luxury vehicle segment in South Africa. In an already-saturated sector, the OMODA C5 needed to stand out from its competitors, highlighting its futuristic design and tech, alongside its aesthetic appeal. In short, we had to show the audience that the OMODA is a car designed for the future, available now.
Insights and execution
Great Scott!
For the launch of the OMODA C5, we created a TVC that pays homage to Back to the Future.
In collaboration with FirstPencil, we created a high-quality narrative that weaved in nuances from Back to the Future, while making it relevant to a Gen-Z market with the casting of our version of Doc Emmett Brown as a much younger and trendier female lead.
Part one of the shoot focused on showcasing the C5’s incredibly sleek design. This in-studio shoot featured special effects and multi-coloured laser lighting that captured the futuristic styling of the OMODA C5.
Part two took place on the rooftop of the Glen Shopping Centre, in 4°C weather, lasting into the late hours of the night. By recreating Doc Brown’s iconic white jumpsuit and the car’s arrival through a wormhole into the present world, we crafted a futuristic scene that reflected a distinctly Mzansi context.
“As a rookie producer, diving headfirst into this project was nerve-wracking but also super exciting. From all the pre-production sessions to arguments over the talent’s afro, coordinating meetings, and almost not having a hero car to shoot – it was a thrill ride…. we did it,” says Siphosenkosi Ncube, Production Intern at Clockwork.
The OMODA C5 represents our commitment to pushing the boundaries of possibility. This TVC taps into the nostalgia of a beloved cultural icon while positioning the OMODA as a vehicle that embraces progress and forward-thinking, resonating with a new generation of drivers eager to embark on their own journeys into the future.
“We are for the future, we are the car for the future, but above that, we are the car for your needs,” says Lungelo Zwane, OMODA’s Brand Manager.
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