"Super Hybrid"

1 May 2026

60s

Out of nowhere.

Another day, another car brand we didn't know existed. But we do now, largely thanks to this stylish commercial directed by Henry Hobson of MJZ which uses Mo Farah as a metaphor for the 'different' use of energy and power. This is because Chery is a hybrid car, something the ad is presenting as an entirely new concept – which it's not, obviously.

We may not be familiar with Chery, but consumers in its native market clearly are – It is the third biggest seller in China with nearly three million vehicles sold last year alone.

Mo Farah's agent has a long way to go before he surpasses the efforts of David Beckham's and Peter Crouch's but, to judge by the growing ubiquity of the retired long-distance runner during ad breaks, he or she is determined to get there.

Director Hobson's execution reeks of luxury and because there are so many unfamiliar car marques out there, it no longer feels necessary for commercials to 'introduce' them as they once did. Instead, they advertise them as though they've always been there... and why not?

UK

Cars