“Costs Little to Go Far” campaign gets a second film, now starring the super rich.
Rising gasoline prices continue to reignite interest in electric vehicles in Brazil and around the world. BYD, which at the end of last month launched “Money” (revisit here), returns to the spotlight with a new film — this time starring millionaires.
Through caricatured situations that exaggerate the excesses of a millionaire lifestyle, the film creates a direct contrast with everyday Brazilian life and suggests: “If you aren’t one of them, better have one of these. BYD Dolphin Mini.”
Created by agency We, the film is part of the “Costs Little to Go Far” campaign and reinforces the model’s economic advantage. Armando Araújo, CCO at We, explains: “In times of oil crisis, filling up at the gas station has become something only people with a lot of money can afford. In other words: very few people in Brazil. But with the BYD Dolphin Mini, we show that it costs little to go far. These days, that’s what luxury really means, right?”
