“He’s big, he’s red, his feet stick out the bed, Peter Crouch, Peter Crouch!”. Yep, this week sees the return of the former Liverpool, Tottenham, Stoke City, QPR, Aston Villa, Southampton, Portsmouth, Burnley, Norwich and IFK Hässleholm star to our screens – all 6′ 7″ of him.
Mind you, his brand sponsorships are nearly rivalling his clubs these days, with Debenhams, Ariel, Paddy Power, Ted Baker, Alpro, Bovril, Brewdog, Virgin Media and Agent Provocateur all banking on the former England striker to bring in the customers.
And here comes yet another one, following the launch of a new campaign by Chinese car manufacturer Chery UK, which has decided to sign “Crouchy” and his wife Abbey Clancy to “big up” its Tiggo 9 model.
Devised by Team Lewis, produced by Merman and directed by Will Clark, “Get Carried Away” is designed to reframe everyday family errands as moments worth enjoying.
It is rooted in a simple insight: most family journeys aren’t epic road trips, but short, routine drives that often feel like hard work, with the campaign aiming to highlight how the Tiggo 9’s space, smart technology and premium features can turn even the most mundane tasks into something unexpectedly enjoyable.
Led by a new TV commercial, the activity follows the couple navigating the realities of busy family life, from last-minute errands to daily drop-offs, although to be fair it is Crouchy who seems to be doing all the running around.
Set to The Delta Rhythm Section’s Funkin Fever, it shows the “big lad” embracing the car’s features – including its back massager – as he is sent out to get milk. As he nods off, Abbey calls to “remind” him to run a few more errands, as well as pick up the dog. However, as he gets home, ladened down with shopping, Abbey asks: “Where’s the milk?”. At which point he then has to go back out yet again as he turns to the pooch and says “Don’t judge me!”
The TV ad is being supported by cinema, digital, social (paid and organic) and out-of-home, with stills, short-form video and behind-the-scenes content.
Chery UK brand director John Zhong said: “From the outset, we recognised the value in a strategy rooted in authenticity and everyday relevance. ‘Get Carried Away’ reflects the confidence and ease that define Tiggo 9, and working with Peter and Abbey helped us communicate that in a way that feels natural and relatable. It’s about enjoying every journey, no matter how ordinary.”
Team Lewis EVP of global creative growth Arjun Singh said: “We wanted to create a piece of work that felt honest, human and distinctly British. Rather than exaggerating the driving experience, we focused on the small, everyday moments that define family life, and showed how the Tiggo 9 genuinely makes those moments better. Partnering with Peter and Abbey allowed us to tell that story with humour and authenticity, while signalling Chery’s serious creative intent in the UK. We look forward to building on this momentum and contributing to Chery UK’s ongoing success.”
So, what is the consensus around the Decision Marketing office?
Well, on paper this looks a little bit lazy; Crouchy is everywhere so how could it possibly work? The reality, however, is quite different and – almost unheard of these days – we actually have a car ad that is not only relatable but quite amusing, too.
It also shuns the generic town and country motoring scenes and tedious family shots which seem to pervade automotive advertising these days.
Of course, whether Crouchy will score with the car buying public is another matter, but he’s certainly putting in a decent shift upfront.
Decision Marketing Adometer: A ‘punt to the big lad in the box’ 9 out of 10
Be the first to comment on "Chery UK ‘Get Carried Away’: Crouchy comes out on top"