Why are Aussies 'ooohing' over this SUV?

There are times when brands and agencies can overthink their message. No danger of that here in the latest work from Thinkerbell for Great Wall Motors' Haval 6 SUV.  

Instead they went with the standard complimentary yet noncommittal reaction one might give if your friend just pulled up in a new family vehicle. 'Oooh, nice.' 

The spot is meant to show off GWM's amazing features, eliciting 'oooh's' from the many passersby the SUV encounters.  

As we learn from their press release, the vehicle comes with a heated steering wheel, wireless charging, 14.6” infotainment screen, electric tailgate with handsfree opening, panoramic sunroof, auto parking assist, reverse assist and autonomous braking.

The only issue is that SUVs these days are all pretty well equipped and greyish model in this video looks rather ordinary. Opening a back hatch or a sunroof is pretty common practice. A wireless charger is great, but also fairly common.  So in this spot Ad Nut has been left wondering what exactly the onlookers are 'ooohing' about.  And why is is there a guy on a mobility scooter stuck in the car's path?  To prove it has a good breaking system? Also pretty standard.

The ad, which will be played out across screens, radio, out-of-home and print is meant to build on GWM’s ‘Go With More’ platform. 

To Ad Nut, it feels like it's gone with less, but you might say this squirrel is not merely guilty of overthinking a straightforward car ad, but is getting unnecessarily snarky to boot. 

So let's give the final word to Darren Armstrong, local father of three, as quoted in the press release in response to that panoramic sunroof: “OoooOOOooh”.

Credits

Creative agency: Thinkerbell Client: GWM Director: Yianni Warnock
Media: Atomic 212
Production House: MOFA
Sound: Rumble

Ad Nut is a surprisingly literate woodland creature that for unknown reasons has an unhealthy obsession with advertising. Ad Nut gathers ads from all over Asia and the world for your viewing pleasure, because Ad Nut loves you. You can also check out Ad Nut's Advertising Hall of Fame, or read about Ad Nut's strange obsession with 'murderous beasts'.