Suddenly Everything Else Feels Old Fashioned

BYD has launched a new national campaign created by TABOO, positioning the BYD SEALION 6 as the intelligent choice for progressive Australians while making traditional SUVs feel outdated. Titled Everything Else Feels Old Fashioned, the integrated campaign challenges the conventions of Australia’s mid-size SUV category by presenting the SEALION 6 as a modern, electric-first hybrid that combines advanced technology, performance, and design with everyday practicality. Rolling out across TV, online video, outdoor, and social platforms, the campaign reinforces BYD’s position as one of Australia’s fastest-growing automotive brands, recognised for innovation, safety, and value since its 2022 debut.

At the heart of the campaign is a cinematic TVC directed by Glue Society, which premiered during the 2025 Melbourne Cup broadcast. The film humorously contrasts the effortless modernity of the SEALION 6 with the disarray of outdated transport methods, from horse-drawn carriages to penny farthings, all converging at a school drop-off. As the sleek SUV glides through the chaos, it stands as a clear emblem of progress in a world reluctant to move forward. The message extends into striking outdoor and print visuals shot by Steve Boniface from Loupe, solidifying BYD’s modern and forward-thinking image.