MG rolls out the pentathlete
Knucklehead’s Chris Hewitt and Hugh Rochfort direct The Pentathlete for MG, which seamlessly blends AI with live action footage.
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As part of its ongoing brand refresh led by new Marketing Director, Stuart Walker, MG is making maverick moves with a new cinematic advertising campaign that seamlessly blends AI with live action footage to launch its latest EV, the MGS5.
The hero film, directed by double Cannes Lion winner Chris Hewitt and Hugh Rochfort, is a cinematic dance between man and machine, where agility, power, precision, control and range intertwine. In the spot, the MGS5 EV is positioned as the perfect all-rounder, much like a pentathlete, it’s not defined by a single strength, but the master of many. Each sport becomes a metaphor for the MG’s defining features as the film cinematically builds memorability of the car and its name in a visually striking, high-energy style that captures performance in motion.
Designed to cut through the crowded automotive marketplace with a moodier more refined visual tone that’s rich in atmosphere, the film seeks to leave audiences with the impression that MG has got its British racing soul and maverick spirit back. Being both characterful and entertaining, in a way that feels aspirational yet accessible to everyone. The pan-European campaign will reach a host of new audiences across TV, VOD, Cinema, Outdoor, Print and Digital and marks a bold new chapter for the iconic brand in the UK and Europe.
Credits
View on- Agency Raised By Wolves/London
- Production Company Knucklehead
- Director Christopher Hewitt
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Credits
View on- Agency Raised By Wolves/London
- Production Company Knucklehead
- Director Christopher Hewitt
- Director Hugh Rochfort
- Editor Adam Marshall
- Editing Whitehouse Post/New York
- Post Production Creative Outpost
- Creative Director Sophie Coyne
- Creative Director Steve Ridgeway
- Producer Megan Leppan
- Executive Producer Tim Katz
- DP Patrick Meller
- Post Producer Andrew (Andy) Salem
- VFX Artist James Cornwell
- VFX Artist Taylor Vaux-Nobes
- Colorist Alexandre Nerzic
- Sound Designer Tom Lane
- Sound Designer Will Hulacki
- Composer Morgan Visconti
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Raised By Wolves/London
- Production Company Knucklehead
- Director Christopher Hewitt
- Director Hugh Rochfort
- Editor Adam Marshall
- Editing Whitehouse Post/New York
- Post Production Creative Outpost
- Creative Director Sophie Coyne
- Creative Director Steve Ridgeway
- Producer Megan Leppan
- Executive Producer Tim Katz
- DP Patrick Meller
- Post Producer Andrew (Andy) Salem
- VFX Artist James Cornwell
- VFX Artist Taylor Vaux-Nobes
- Colorist Alexandre Nerzic
- Sound Designer Tom Lane
- Sound Designer Will Hulacki
- Composer Morgan Visconti
The campaign launched with the 30” spot, notably as part of the Mission: Impossible Final Reckoning release.
Stuart Walker, Marketing Director for UK & Europe said: "It was brilliant working with Chris and Hugh and the Raised by Wolves team. On point in their preparation and responsiveness and good fun. Delivering a beautifully crafted campaign that that we are very happy with."
Chris Hewitt, Director adds: "Working with Raised by Wolves was a pleasure, not only were they lovely and smart, but they knew what they wanted and what the client needed. It was a smooth process through prep and they were incredible at helping us find that balance between art and product."
Sophie Coyne, Founder at Raised by Wolves added: "It was a real pleasure working with Chris and Hugh. Together, they brought soul, atmosphere and narrative cohesion to the film which has been beautifully crafted with meticulous detail. The result is a film we’re very proud of."
