Founded in 1924, MG has a strong legacy of British innovation, style, and driving spirit. This campaign supported the launch of the MG HS and MG5 in July, with a focus on building the MG brand rather than simply selling cars. The goal was to create an emotional connection with consumers and strengthen long-term brand value.

The campaign moves away from traditional car advertising and uses storytelling to highlight the MG Community. By placing real people at the center of the visuals, the design presents MG as a brand built around shared passion and connection. This approach creates a human and memorable brand story that engages both the heart and mind.