The OMODA 7 is a modern mid-size SUV from the Chinese automotive group Chery Automobile, a state-owned vehicle manufacturer. The global marketing campaign "Everything Is Essential" was launched in February 2026 to introduce the OMODA 7 to the market.
It was developed in collaboration with the renowned agency Uncommon Creative Studio. The creative was led by the award-winning duo Laura Hutchison and Duncan Clark. The campaign was photographed by French creative duo Bleu Desert.
For the Creative Retouch of the campaign, internationally operating post-production company RECOM was on board with its London office.
The campaign adopts a current "social-first" approach, featuring ASMR-inspired sound design and visual sequences reminiscent of GIFs. Instead of CGI-generated drives through narrow mountain passes or mere displays of raw horsepower, the advertising focuses on authentic, sensory, and tactile experiences.
For the campaign visual highlighting the scent system, for instance, thousands of real flowers were fired at the car from cannons to make the concept of "scent" visually tangible. Then there is the cat motif: since cats are extremely sensitive to noise, they demonstrate the absolute silence and superior sound insulation of the vehicle's interior. For another campaign motif and video, three tons of real water were released onto the vehicle.
Founded in 2017, Uncommon Creative Studio is an independent, global creative agency headquartered in London, with additional offices in New York and Stockholm.
