MG has revealed its latest campaign “Well known. Even if not owned.” to launch its new range, including the MG RX5, the MG 4, the MG 5, the MG One, the MG 7, and the MG ZS.
The campaign was brought to life by DDB Egypt, Kino Films, The Barber Shop and Keeva Casting Agency, under the direction of Amr Haddad. It was carried across billboards, social media channels, digital channels and TVCs in Egypt.
Taking a humorous approach for the Egypt market, the campaign highlights how people who don’t even own MG cars, know so much about each of the cars and love them.
The campaign struck a chord, especially given that car prices in Egypt are hitting new highs, and for many people in the nation, owning a car feels out of reach.
Building on this sentiment, the “Well known. Even if not owned.” highlighted how people know the specifications of each of the newly launched cars, even they don’t own them.
The objective of the campaign was to ‘make the dream possible again’, given that people love them whether they can afford them or not.
The campaign tapped into humour to demonstrate the notion of a ‘well-known’ MG through real, relatable moments. This resonated with Egyptians, showcasing how they talk about cars — like true salespeople — as if everyone knows the specs, the features, the price, and as if they’re ready to sell it themselves.
The idea that MG is not just a car. It’s part of the Egyptian culture shines through in this campaign.
CREDITS:
Client: MG Egypt
Production house: Kino Films
Agency: DDB Egypt
Casting: Keeva Casting Agency
Client: MG Egypt
Mohamed El Sheikh
Mohamed Shiha
Moataz Hany
DDB Egypt:
Basel El-Deeb
Hazem El Saadani
Dalia Khairy
Director: Amr Haddad
Creative Team:
Islam Khaled
Abdelrahman Mahfouz
Ahmed Ashraf
Ahmed Atef
Alia Fawzi
Digital Team:
Malak Gomaa
Nadeem Megahed
Ahmed Osama
Khaled Elkady
Account Team:
Karim AboelDahab
Mai Ahmed
Mostafa Badawi
Walid Kamal
Media team:
Loujain Khaled
Nabila Emam
Maged El Hosseiny
Finalizers:
Mamdouh Maher
Ibrahem Ismail
DOP: @Hamzoon
Production Designer: Eslam Hassan
Art Director: Fatma El-Tigany
Costume Designer: Yasmine El-Tazi
Assistant Director: Wael Mandour
2nd Assistant Director: Marianne Magdy
Casting: Keeva Casting Agency
Production House: Kino Film
Executive Producers: Amira Sherif & Abd El Wadoud Karim
Head of Production: Mohamed Sabry Abaza
Senior Producer: Farah Dabbour
Line Producer: Mahmood Yousef Khawaga
Assistant Producers: Yasser Sayed – Malak Yassin
Production Manager: Mohamed Hassan – Khaled Kamal Eldin
Production Team: Abdelrahman Hany – Omar Ali – Nour Hisham – Karim El-Hosainy – Bishoy Maher – Ashraf Baskouta – Mohamed Salama
Post Producer: Omar Abdelrazek
The Barber Shop
Editing Team : Amr Rabee _ Omar Sherien
Sound design & Mix : Fady Garas
Dit : Ahmed Omar _ Amr Hossam
Post producer : Yasser Bendary
Colorist: Gendy
VFX: Nutshell Studios
Photographer: Omar Ehab
Digital: Mostafa Ahmed
