OMODA takes an Uncommon approach

Automotive brand OMODA launches Everything is Essential, a new campaign for the OMODA 7 featuring thousands of real flowers, three tons of water and a clowder of live cats.

Created by Uncommon, the campaign takes a social-first visual approach, pairing distinctive, almost GIF-like visuals with ASMR-inspired sound design. In doing so, it deliberately moves away from the category’s familiar tropes of rugged terrain and high-speed performance, offering a more playful, sensory take on automotive advertising.

The work comprises three striking films, each spotlighting a different element of the OMODA 7’s in-car experience, from intelligent fragrance settings and insulated noise-reducing glass to a 745-mile hybrid range, 14 speakers and 256 light modes.

In a world that prizes minimalism, a car packed with this much innovation, technology and unique features is counter-cultural. The work leans into this maximalist nature, celebrating how everything really is essential to satisfy our human need for more.

Everything captured in-camera

Together, the films present the OMODA 7 as a car defined by atmosphere and sensory detail, created for a style-conscious audience. Each execution was captured entirely in-camera, placing physical craft at the centre of the storytelling.

The first film explores the vehicle’s 745-mile hybrid range in one tank of fuel and charge, brought to life by subjecting the car to every weather condition in the UK you might encounter to show its range. Over the course of the shoot, three tonnes of water were dropped from ten metre custom-engineered rigs, fans and manual releases, while additional mechanisms generated rain, dust, leaves and snow.

The second film visualises the in-car fragrance system by transforming scent into something cinematic.

To represent the car’s nine fragrance settings, thousands of real flowers were launched from practical cannons, creating a sensory explosion that makes smell visible.

The third film explores noise reduction, framing silence as a modern luxury. Working with trained cats (animals famously sensitive to sound) the film demonstrates the calm interior environment in a memorable and unexpectedly playful way. Championing the in-car experience of keeping the sound in.

Nils Leonard, Uncommon co-founder, said: “This isn’t just showcasing the Omoda cars and their features, it’s also a launch of this brand and a new body language. The idea behind all of this is that ‘Everything’ isn’t a 'nice to have', it's essential. So we produced the work the way Omoda produces its cars, leaving nothing out, placing everything into the production process and the films and images we made. In an age of AI and a category driving the same CG cars around the same AI bends, we made the truest, most remarkable work we could. Everything and endeavour of craft, designed to stop thumbs and steal attention.”