The feeling of “once you drive the TIGGO 9, you can’t undrive it,” sits at the centre of Chery’s new campaign created by Dentsu Creative.
The work arrives at a moment of momentum for Chery, whose popularity is surging, just three years after returning to the Australian market.
With that growth comes an opportunity to keep changing perceptions of the brand. Chery’s strong consideration-to-conversion performance suggested the bigger challenge wasn’t simply selling the TIGGO 9, but making more Australians want to experience it for themselves.
Massage seats. Automatic park assist. Hybrid technology. Unexpected comfort and refinement. Once you’ve had them, you miss them when they’re gone.
A series of films turns that feeling into a campaign, with drivers unable to shake the memory of the TIGGO 9 after returning to their everyday lives.
The result is less conventional automotive product demonstration and more automotive separation anxiety.
“When you jump into the driver’s seat of a TIGGO 9, you realise just how impressive the car is. The space, the tech, the drive, it’s magnificent. And it stays with you. We wanted to bottle that feeling and give it a rather dramatic expression. And so, this obsessive, paining young man yearning for another drive in his best mate’s new car was born. And the result is this entertaining series of melodramatic films showing off the TIGGO 9’s best features,” said Zac Pritchard, executive creative director, Dentsu Creative.
“The TIGGO 9 has a habit of surprising people. Its comfort, technology and refinement can genuinely change what you expect from a vehicle in this category. Rather than simply listing those features, we wanted to capture the feeling they leave you with once they’re gone,” said Peter Stewart, GM marketing, Chery Motors ANZ.
The campaign marks Chery’s first integrated campaign of 2026 and the latest chapter in its second year of partnership with Dentsu Creative.
Chery is principal sponsor of Nine’s The Block, with the TIGGO 9 television campaign running throughout the program’s 12-week season, supported by TV, BVOD, SVOD, OOH Digital, Social and Radio.
Credits:
Client: Chery
Chief Operating Officer: Lucas Harris
General Manager Marketing: Peter Stewart
Brand Manager: Julian Perri
Brand Specialist: Isa Wang
Chery Brand Manager: Cheryl Yu
Agency: Dentsu Creative
Chief Practice Officer: David Halter
Chief Strategy Officer: Graham Alvarez-Jarratt
Executive Creative Director: Zac Pritchard
Associate Creative Director: Josh Campbell
Associate Creative Director: Mitchell Sutton
Strategy Director: Claire Webber
Client Partner: Nick O’Donnell
Senior Account Director: Janine Allan
Senior Account Manager: Maxwell Hackett
Senior Producer: Carolyn Starkey
Head of Production: Craig Sloane
Production: Collider
Managing Partner & EP: Rachael Ford-Davies
EP/Producer: Tom Slater
Director: Dylan Duclos
Producer: Annie Schutt
DOP: Christopher Miles
Casting: Byrne Creative
Editor: Grace O’Connell
Online: Bradley Smith
Colourist: Yanni Kronenberg
Music & Sound: Heckler Sound
Executive Producer: Bonnie Law
Composer: Lance Gurisik
Sound Designers: Dave Robertson & Myles Lowe
