Chery UK Reframes Everyday Family Drives with Peter Crouch and Abbey Clancy

TEAM LEWIS, strategic and creative lead agency for Chery UK, has launched 'Get Carried Away', a UK campaign for the Chery TIGGO 9 that reframes everyday family errands as moments worth enjoying.

Fronted by Chery UK’s brand heroes Peter Crouch and Abbey Clancy, the campaign is rooted in a simple creative insight: most family journeys aren’t epic road trips, but short, routine drives that often feel like hard work. Get Carried Away shows how the TIGGO 9’s space, smart technology and premium features can turn even the most mundane tasks into something unexpectedly enjoyable.

Led by a new hero TV commercial, the campaign follows Peter and Abbey navigating the realities of busy family life. From last-minute errands to daily drop-offs, humour, honesty and warmth is at the centre of the campaign. By leaning into recognisable moments rather than idealised driving fantasies, the work positions the TIGGO 9 as a genuinely practical family SUV, designed for real life.

Conceived and delivered by TEAM LEWIS, directed by Will Clark and produced by Merman (Bad Sisters, Catastrophe, Motherland) the integrated campaign spans TV, cinema, digital, social (paid and organic) and out-of-home, supported by stills, short-form video and behind-the-scenes content. The creative tone balances light-hearted humour with relatability, aiming to build brand affinity while clearly demonstrating product benefits in context.

The partnership with Peter Crouch and Abbey Clancy marks a significant milestone in Chery’s UK market entry and reflects the brand’s commitment to locally relevant creativity. As one of the UK’s most recognisable and down-to-earth couples, they naturally embody modern British family life, making them a credible and authentic fit for the TIGGO 9. The collaboration also supports Chery HQ’s internationalisation principle, 'In somewhere, For somewhere, Be somewhere,' by placing UK insight and talent at the heart of the brand’s local strategy.

John Zhong, brand director of CHERY UK said, “From the outset, we recognised the value in a strategy rooted in authenticity and everyday relevance. ‘Get Carried Away’ reflects the confidence and ease that define TIGGO 9, and working with Peter and Abbey helped us communicate that in a way that feels natural and relatable. It’s about enjoying every journey, no matter how ordinary.”

Arun Singh, senior brand manager of CHERY UK added, “We’re excited to introduce the TIGGO 9 Super Hybrid as our flagship model for the UK. Launching this campaign with Peter and Abbey is a key part of our 2026 marketing plan. We believe partnering with local UK talent helps us build the brand and set the tone for our strategy this year, which is all about localisation. Our goal is to be a brand ‘Made for everyday Britain’ - a Chinese brand that truly understands British people and their lives. The TIGGO 9 is designed for real families and everyday journeys, and this campaign is the perfect example of how we want to connect with our customers in a genuine, relatable way.”

​Arjun Singh, EVP global creative growth at TEAM LEWIS, said, “With Get Carried Away, we wanted to create a piece of work that felt honest, human and distinctly British. Rather than exaggerating the driving experience, we focused on the small, everyday moments that define family life, and showed how the TIGGO 9 genuinely makes those moments better. Partnering with Peter and Abbey allowed us to tell that story with humour and authenticity, while signalling Chery’s serious creative intent in the UK. We look forward to building on this momentum and contributing to Chery UK’s ongoing success.”

The campaign signals Chery’s ambition to build long-term brand relevance in the UK through insight-led, culturally resonant advertising.