How to promote an electric vehicle - BYD Dolphin Surf
EV brand storytelling for UK cinema and social audiences
The brief
Using cinema advertising to drive test drives
BYD, one of the world’s biggest electric vehicle manufacturers, was gearing up to make a splash in the UK with the launch of the Dolphin Surf, a stylish new addition to its expanding EV line-up. Our brief? Use pre-shot footage to create a bold, cinematic statement that would spark curiosity and drive footfall for test drives all before the car had even hit the streets.
This was not just a car ad. It was an introductory wave to a brand and model many UK drivers hadn’t yet encountered. So we leaned into the medium where first impressions land big: cinema.
Services
- TVC,
- Delivery to channel,
- Video Production,
- Post Production,
- Clearance
Deliverables
- 22 assets - 30, 10 and 6 seconds in 16:9 and 9:16
EV launch marketing campaign
We developed two distinct edits for the Dolphin Surf: a Pre-Launch Teaser for socials and a Full Launch Cinema and TVC Cut. Knowing full well the complexity of getting any automotive, medical or weight loss through clearance we opted for the Fast track service with Clearcast.
Pre-Launch for Social
This was all about mystery and magnetism. No voiceover. No messaging. Just the slick energy of the Dolphin Surf gliding through our devices to the disco-pop of ‘Le Freak’ by Chic. It was clean, confident, and visually striking with a minimal end frame prompting audiences to book a test drive today. A sonic signature, BYD’s logo, and a clear CTA anchored the experience.
Launch TVC Cinema Edit
With the Dolphin Surf now on the scene, we upped the detail. A VO introduced the car by name: “Introducing the BYD Dolphin Surf”. Supported by upbeat music and dynamic shots, this cut incorporated product supers to highlight key tech features like a 12" touchscreen, Apple CarPlay/Android Auto, and built-in Spotify. A QR code appeared bottom-left throughout, linking to test drive booking. The final CTA and warranty info wrapped it all together.
What makes a great cinema commercial?
A great cinema ad is a full-blown sensory event. It grabs attention with bold visuals, pumps emotion through surround sound (or strategic silence).
85% of cinema-goers don’t look away during ads and those ads have lower CPM than TV, as well as way better recall. They're built for a phone-free, distraction-free audience. The best ones linger in your head long after the popcorn’s gone.
Cinema offered a premium, immersive environment where we could hold attention without distraction. The Dolphin Surf is not a background car, it’s designed to stand out. A darkened theatre, with surround sound and a huge screen, gave it the space to do just that.
The cinematic cut let the car’s design and energy take centre stage, while the follow-up TVC edit added the practical features people want to know about without ever losing the fun.
If you want to learn how to take your brand to the big screen, get this guide created by our experienced team.
EV launch marketing campaign
This campaign was in a series of BYD launches we helped bring to UK audiences, each building on the last. It wasn’t just about awareness, it was about building desire for a new generation of electric cars. Judging by test drive interest and brand lift, the Dolphin Surf didn’t just ride the wave, it made one!
Make Your Brand the Main Event
Let’s create a cinema ad that audiences remember—and talk about after the credits roll.
