SIR MO FARAH CBE GOES THE DISTANCE WITH CHERY UK IN NEW SUPER HYBRID CAMPAIGN

CHERY UK and TEAM LEWIS launch multichannel campaign with Sir Mo Farah CBE, showcasing performance, endurance, and innovation

Global marketing agency TEAM LEWIS has devised a new campaign for CHERY UK, partnering one of the UK’s fastest growing car brands with Sir Mo Farah CBE – one of the world’s most celebrated athletes.

Sir Mo Farah CBE is the central figure in the campaign, which showcases the brand’s unique, proprietary Chery Super Hybrid (CSH) electrified powertrain technology.

The multi-channel campaign, which launches in the UK on 1 May, includes a hero film and TV commercial plus out-of-home London Marathon activations, alongside paid social content series across TikTok, Instagram and Facebook, and URUNN partnership events.

For CHERY UK’s first technology-focused campaign, the idea was simple: use Olympic legend and British Icon Sir Mo Farah CBE as a metaphor for CSH technology. With up to 745 miles of total driving range* available on selected models, who better to represent exceptional endurance than a four-time gold medalist?

CHERY UK and TEAM LEWIS brought the comparison to life by mapping CSH technology against Mo’s physical elite performance – creating a powerful technical narrative.

Sir Mo Farah CBE, who has accumulated 10 global titles including the ‘double-double’ of gold medals over 5,000m and 10,000m at both the 2012 and 2016 Olympic Games, said: “I’m so proud to launch this new partnership with CHERY. It’s such a unique brand, and I’m very excited to help introduce Chery Super Hybrid technology to more motorists across the UK. Experiencing the CHERY TIGGO 9 CSH during the shoot was also an unforgettable experience. The car is amazing – sleek design, comfortable and practical, and I loved the massage seats.”

Farrell Hsu, Country Director, CHERY UK, added: “Sir Mo Farah’s career has been defined by consistency, resilience and the ability to perform at the highest level over time – qualities that sit at the heart of our [Chery] Super Hybrid technology. He’s known for going the distance, for doing it consistently, and for making it look effortless.”

John Zhong, Brand Director at CHERY, said: “Sir Mo Farah is the perfect partner to showcase the endurance, innovation and performance that comes with every CHERY car. As we are immersing customers in our brand and products in the UK, it felt right to work with a truly British icon, as a signal of our commitment to the UK. Our goal is to be the Chinese brand that truly understands Britain.”

Arun Singh, Senior Brand Manager at CHERY, said: “Working with TEAM LEWIS and Sir Mo Farah CBE, this new campaign doubles down on the strategy of authenticity and everyday relevance that reflects the core mission of our brand. Not everyone can run like Mo Farah – but thanks to Chery Super Hybrid technology, Britain can rack up long distances without breaking a sweat.”

Max Sellers, Creative Director at TEAM LEWIS, said: “Our journey started by celebrating real-life moments with Abbey Clancy and Peter Crouch, showing how Chery smart tech fits into the beautiful chaos of home life. Now, we’re taking the next step with Sir MoFarah. Just as Mo is famous for his incredible endurance and pacing, Chery’s Super Hybrid technology is all about smart energy management and going further. He isn’t just an ambassador; he’s the perfect metaphor for a car built to go the distance.”

Arjun Singh, EVP, Global Creative Growth, TEAM LEWIS adds: “Arjun Singh, EVP Global Creative Growth, said: “The work we create and make for Chery is based on a very clear goal/strategy, to connect with the British public. Following the success of the “Peter & Abbey” campaign there is no better person than Sir Mo Farah himself to launch Chery Super Hybrid and capture the imagination of the public like he has over the last 20 years. The relationship between TEAM LEWIS and Chery have is one of complete trust and lines between client and agency are blurred which allows us to move fast and create work that is contextual and of the moment.”

The campaign announcement follows the CHERY’s brand showcase at Auto China 2026 (Beijing Auto Show) and The CHERY International Business Summit – where it announced its plans to serve 10 million export customers worldwide by 2030.

As China’s largest car exporter for the last 23 years, CHERY continues to build its presence in the UK, with its growth supported by an expanding TIGGO product line and growing retail network of over 70 locations.

CHERY’s next model to launch in the UK will be the CHERY TIGGO 4 CSH, available from CHERY’s nationwide dealership network from June. Starting from £19,995 OTR* for the Aspire model and from £21,995 OTR* for the Summit, the CHERY TIGGO 4 CSH is positioned as a model that is ‘packed full of life’.

TEAM LEWIS is delivering the brand and creative launch campaign for CHERY from its global HQ at Battersea Power Station, London, with support from its team in APAC. TEAM LEWIS was appointed as Strategic and Creative lead agency by CHERY UK in Summer 2025. The appointment by the Fortune 500 company, as it was preparing to break into the exciting UK market, followed a competitive five-way pitch process.

*WLTP combined driving range: Chery TIGGO 8 CSH.

Source: TEAM LEWIS

  Advertising, Campaign, CHERY, CHERY UK, Marketing, Mo Farah, OOH, partnership, TEAM LEWIS, UK