Chery Australia’s TIGGO 9 brand campaign, Once you drive the TIGGO 9, you can’t undrive it, launched in 2026 through Dentsu Creative, leveraging emotional storytelling to redefine automotive expectations. The initiative marks Chery’s first integrated 2026 campaign and expands its partnership with the agency.
Campaign Concept and Creative Vision
The TIGGO 9 campaign centers on the tagline Once you drive the TIGGO 9, you can’t undrive it, which encapsulates the vehicle’s transformative impact on drivers. Zac Pritchard, executive creative director at Dentsu Creative, described the concept as capturing the feeling they leave you with once they’re gone, emphasizing emotional resonance over conventional product demonstrations. The campaign uses melodramatic films to depict drivers’ longing for the TIGGO 9’s comfort, technology, and refinement, creating automotive separation anxiety as a narrative device.
Chery’s General Manager of Marketing, Peter Stewart, highlighted that the TIGGO 9 has a habit of surprising people, aiming to shift perceptions of the brand. The campaign avoids overtly listing features, instead focusing on the intangible experience of driving the vehicle. When you jump into the driver’s seat, you realise just how impressive the car is, Pritchard said, noting the goal was to bottle that feeling through dramatic storytelling.
Zac Pritchard, executive creative director, Dentsu Creative
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The campaign’s creative team included Dentsu Creative’s Zac Pritchard and Peter Stewart, alongside Chery’s leadership, including Chief Operating Officer Lucas Harris and Brand Manager Cheryl Yu. The work was produced by Collider, with credits spanning directors, editors, and sound designers.
Media Strategy and Partnerships
Chery’s TIGGO 9 campaign is integrated across multiple platforms, including TV, BVOD, SVOD, OOH Digital, Social, and Radio. A key component is its sponsorship of Nine’s The Block, with the TIGGO 9 television campaign running throughout the program’s 12-week season. This partnership underscores Chery’s focus on Australian audiences, leveraging the show’s popularity to amplify brand visibility.
The campaign also highlights the TIGGO 9’s hybrid technology, massage seats, and automatic park assist, positioning the vehicle as a premium option in its category. By emphasizing unexpected comfort and refinement, Chery aims to differentiate itself in a competitive market. The strategy aligns with the brand’s growth trajectory, which has seen increased popularity since its return to Australia three years prior.
Credits and Production Details
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The campaign’s credits include Client: Chery, with Chief Operating Officer Lucas Harris, General Manager Marketing Peter Stewart, Brand Manager Julian Perri, Brand Specialist Isa Wang, and Chery Brand Manager Cheryl Yu. Agency: Dentsu Creative, with Chief Practice Officer David Halter, Chief Strategy Officer Graham Alvarez-Jarratt, Executive Creative Director Zac Pritchard, Associate Creative Directors Josh Campbell and 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, and Production: Collider. Collider’s 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, and Sound Designers Dave Robertson & Myles Lowe.
Industry Context and Brand Positioning
Chery’s resurgence in Australia reflects broader trends in the automotive industry, where brands increasingly prioritize emotional storytelling and experiential marketing. The TIGGO 9 campaign exemplifies this shift, using narrative-driven content to create a lasting impression. By focusing on the “feeling” of driving the vehicle, Chery seeks to build loyalty beyond traditional product features.
The partnership with Dentsu Creative, now in its second year, has been instrumental in shaping Chery’s marketing approach.