The Chinese car manufacturer Omoda has presented “Everything is Essential”, its new campaign for the Omoda 7 in which it replaces mountain roads and computer-generated curves with thousands of real flowers, three tons of water and a large group of cats. The creativity, developed together with Uncommon Creative Studio, represents the first joint work between both companies and accompanies the strategic landing of the brand in the United Kingdom.

The campaign is made up of three audiovisual pieces that focus on the sensory experience of the vehicle. Compared to the usual codes of the category, marked by attributes such as speed, power or extreme driving, Omoda’s approach prioritizes design and technological innovation. Thus, the execution adopts a visual language designed for social environments through almost hypnotic shots, a rhythm close to GIF and a sound design inspired by ASMR, aimed at capturing attention in mobile feeds.

Each spot in the campaign addresses a specific feature of the Omoda 7. The first explores acoustic insulation, with trained cats placed on the car while loud music plays inside. The calm behavior of the animals works as a metaphor for noise reduction thanks to insulating glass.

The second piece translates the interior’s smart fragrance system into a physical spectacle with thousands of real flowers that were fired from cannons to represent the nine scent configurations available in the vehicle.

The third spot dramatizes its hybrid range of 745 miles on a single tank and charge, subjecting the car to different British weather conditions. During filming, three tons of water were used, thrown from ten-meter structures, as well as mechanisms that generated rain, dust, leaves and snow.

From the brand, Yuewei Xue, Brand Director of Omoda, has referred to the strategy as a cultural positioning: “We are not just launching a car model. We are entering the culture because we want the brand to be perceived as closer to fashion and technology than to the traditional automobile.”

The entire project was shot entirely in camera, without resorting to effects generated by artificial intelligence. Nils Leonard, Co-Founder of Uncommon Creative Studio, explains: “To launch a new brand you need a new language. In a category saturated with computer-generated cars, we wanted to make the work as honest and artisanal as possible.”

The campaign will have a presence in outdoor, press and digital media in the United Kingdom, using static images taken from filming to reinforce the maximalist visual identity of the Omoda 7.
This is the behind the scenes of the campaign: