BYD launches national campaign positioning Sealion 6 as the progressive SUV choice
A new TABOO-created campaign presents the BYD Sealion 6 as a smarter, future-facing alternative in the mid-size SUV category.
The announcement:
BYD has launched a new national campaign via TABOO, positioning the BYD SEALION 6 as the intelligent choice for progressive Australians — and making every other SUV feel old fashioned.
Titled “Everything Else Feels Old Fashioned,” the integrated campaign challenges the status quo of Australia’s mid-size SUV category. It positions the SEALION 6 as a smarter, more forward-thinking alternative — an electric-first hybrid that merges advanced technology, performance, and design with everyday practicality.
Rolling out nationally across TV, online video, OOH and social, the campaign marks another confident step for BYD as one of Australia’s fastest-growing automotive brands. Since entering the market in 2022, BYD has rapidly become a top-three EV brand in the country, recognised for its design, innovation, safety, and value.
At the heart of the campaign is a cinematic TVC directed by Glue Society, which first aired during the 2025 Melbourne Cup broadcast. The film playfully contrasts the effortless modernity of the BYD SEALION 6 with the outdated chaos of old-fashioned transport — from horse-drawn carriages to penny farthings — all converging at a school drop-off. As the BYD SEALION 6 glides smoothly through the scene, it becomes a clear symbol of progress in a world still clinging to the past. An OOH and print campaign, shot by Steve Boniface from Loupe, extends the idea through a series of striking visual executions.
Kate Hornstein, CMO of BYD Australia, said: “We asked ourselves — if customers are willing to buy tech that’s decades old, what would it take to redefine their expectations? The SEALION 6 marks a new era of SUV – one that’s electric-first, beautifully designed, and smart to its core. Australians are moving beyond the conventional options, and this campaign reflects that shift. Choosing BYD isn’t the risky choice; it’s the progressive and intelligent one”.
This is the second major campaign created by TABOO for BYD, following the award-winning BYD Shark 6 launch in 2024, which helped cement BYD’s reputation as a credible challenger in the Australian market.
Charlotte Adorjan, executive creative director at TABOO, said:“BYD is one of the most exciting automotive brands in the world right now — their pace of innovation and determination to lead rather than follow is extraordinary. Partnering with a company so focused on progress makes the creative challenge incredibly rewarding. Not to mention a shedload of fun. With the SEALION 6 campaign, we wanted to capture that spirit of momentum — showing how BYD continues to move the category, and the conversation, forward. ”
The SEALION 6 campaign reinforces BYD’s ambition to redefine what Australians expect from their cars — blending innovation, practicality and design to set a new benchmark for the modern SUV.
Source: Taboo
