BYD has launched a bold new national campaign created by TABOO, positioning the BYD SEALION 6 as the intelligent choice for progressive Australians. Titled “Everything Else Feels Old Fashioned,” the campaign challenges the conventions of the mid-size SUV category, contrasting the SEALION 6’s innovation against the stagnation of traditional vehicles.
Reframing What ‘Modern’ Means in Mobility
In an era where electric mobility defines progress, BYD’s message is clear: modern drivers deserve technology that matches their mindset. The SEALION 6—a hybrid-electric SUV—embodies that vision with advanced engineering, premium design, and the practicality Australians need for daily life.
Through bold storytelling, the campaign pushes the boundaries of automotive advertising, marking BYD as one of Australia’s fastest-growing car brands since its 2022 debut. By making traditional SUVs look “old fashioned,” the brand invites audiences to embrace a smarter, cleaner, and more future-ready choice.
A Cinematic Statement of Progress
At the campaign’s heart is a cinematic TVC directed by Glue Society, which premiered during the 2025 Melbourne Cup broadcast. The film humorously stages a chaotic school drop-off filled with outdated transport—horse-drawn carriages, penny farthings, and other relics of the past—only to have the sleek BYD SEALION 6 glide effortlessly through the scene.
The contrast is visual, emotional, and cultural: a reminder that while the world clings to tradition, progress moves silently forward. It’s a metaphor that resonates deeply with modern Australian audiences.
Outdoor and Print That Stop Traffic
Beyond the screen, the campaign extends to outdoor, print, and social media, featuring stunning visuals by Steve Boniface (Loupe). The striking imagery turns the SEALION 6 into a symbol of innovation—set against visual backdrops that make everything else truly feel old-fashioned.
Placed across major OOH touchpoints—billboards, street furniture, and digital screens—the visuals embody the simplicity and power of great outdoor advertising: immediate recognition, emotional clarity, and undeniable modernity.
BYD’s Brand Evolution Continues
Since arriving in Australia in 2022, BYD has rapidly become synonymous with innovation, safety, and value. The “Everything Else Feels Old Fashioned” campaign amplifies that reputation, connecting emotion, humor, and technology into a single, powerful narrative.
For audiences across TV, digital, and OOH, this campaign is more than a product launch—it’s a cultural shift. BYD isn’t just selling a car; it’s redefining what progress looks like on the road.
“When design, technology, and storytelling align, the result is clarity—BYD isn’t just moving forward; it’s leading the way.”
Why It Works Outdoors
BYD’s “Everything Else Feels Old Fashioned” proves that outdoor media remains the perfect stage for forward-thinking automotive brands to tell stories that drive emotion, visibility, and change.
- Bold minimalism: Simple copy and futuristic visuals ensure instant comprehension at a glance.
- Cultural relevance: Juxtaposing the past and future captures public imagination and social engagement.
- Integrated reach: From billboards to social video, the campaign’s cohesion reinforces its message across every channel.
FAQs about this campaign
What is BYD’s ‘Everything Else Feels Old Fashioned’ campaign about?
It’s a national campaign that redefines the mid-size SUV category by positioning the BYD SEALION 6 as the intelligent, future-ready alternative to traditional combustion models.
Who developed and produced the campaign?
The campaign was created by TABOO, directed by Glue Society, with still photography by Steve Boniface from Loupe.
What is the main message of the campaign?
That modern drivers deserve more than tradition—BYD represents innovation, technology, and sustainable performance, while ‘everything else feels old fashioned.’
How does OOH contribute to the campaign?
Outdoor and print executions extend the cinematic narrative into large-scale visuals, showcasing the SEALION 6 as an emblem of modernity across Australia’s major cities.
What happens in the TV commercial?
The TVC humorously contrasts outdated transport—horse-drawn carriages, penny farthings, and chaos—with the sleek SEALION 6 gliding effortlessly, symbolizing progress amid tradition.
Why does the campaign resonate with audiences?
It combines humor, design, and a relatable metaphor for progress, making technology and sustainability feel aspirational yet accessible.
What can brands learn from BYD’s approach?
That blending cinematic storytelling with powerful OOH/DOOH placement can redefine a product’s image and connect emotionally with modern consumers.
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