MG Australia highlights style and safety in MG ZST campaign by DO

MG Motor Australia has unveiled a new national campaign as part of the next phase of the launch programme for its ZST SUV model.

The auto manufacturer’s latest creative campaign has been developed by DO and is themed around the title ‘There’s A New Model In Town’, promoting the ZST’s ability to form a seamless part of modern urban Aussie lifestyles.

The new campaign is rolling out across TV, digital, radio and print platforms, with the creative telling the story of the night out from the perspective of a MG ZST owner.

The roll out follows MG’s first ever live-streamed launch on PR and social media last month.

“We are extremely proud and humbled to see the MG Motor brand continuing to grow at such pace in Australia and New Zealand,” MG Motor Australia & New Zealand director of marketing & product development Danny Lenartic said.

“We are committed to continuing to build trust in the community and meeting customer demand by providing exceptional choice, outstanding value, premium design and advanced levels of technology and safety features.”

Lenartic said the creative, which also showcases MG Pilot Driver Safety Technology, has already seen promising early sales results.

“Following a teaser campaign and our first ever live-streamed launch via PR and Social Media in September, the ZST has been very well received by our customers with initial stock allocations snapped up by savvy buyers. Now that all our dealers have full stock levels we are accelerating our investment in our brand with this new creative,” he said.

Footage for the campaign was filmed in Sydney, and extensively features iconic landmarks like the harbour bridge

DO creative director Tom Ornes said the agency has enjoyed working alongside the fast-moving, “legendary” car maker over the past few years.

“The MG ZST packs a real punch, has some great technology and looks awesome too! The ‘There’s a New Model in Town’ campaign was about bringing all of that to the front,” he said.

“Developing it all with Simon Harsent and The Pool Collective was a great experience – their dedication to craft never waivers.”

The new creative will air from Sunday, October 11.


Client: MG Australia
Director of Marketing and Product Development – Danny Lenartic
Brand Manager – David Hearty

Creative – DO.
PR, Events and Social – DEC PR with Insight Events and Camber Collective

Production Company – The Pool Collective
Director – Simon Harsent
Photographer – Danny Eastwood
MD/Executive Producer – Cameron Gray
Producer – Topher Dow
Production Manager – Jenny Webb
Production Coordinator – Clementine Lloyd
Director of Photography – Peter Eastgate
2nd Unit DP – Robert Farley
Gaffer – Matt Russell
Key Grip – Beau Sevastos
Art Director – Jamie Morris
Wardrobe – Fleur Egan
Make-up Artist – Lida Harsent
Location Manager – Luke Torrevillas
Lead (ex Vivien’s) – Leanne McVeigh

Post-Production – The Editors
Offline – Laurence van Camp
Edit Assist – Grace O’Connell
Post Producer – Adrian Konarski
Colourist – Greg Constantaras
Online Operator – Heather Galvin

Music & Sound Design- Electric Sheep Music
Composer – Declan Harsent
Sound Designer – Joe Mount
Executive Producer – Kate Stenhouse

Retouching – Cream Electric Art
Senior Retoucher – Karl Winton Chaka
Producer – Nicole Henderson


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