The Overtaking Ad

We creates "overtaking commercial" for BYD.
531 horsepower make the BYD Seal "overtake" other commercials during the break.

The BYD Seal, a 100% electric sport coupé from the world’s leading manufacturer of electrified vehicles, is redefining performance. To launch the model — capable of accelerating from 0 to 100 km/h in under 4 seconds — We introduced a groundbreaking concept on Brazilian TV: the first-ever car commercial that literally "overtakes" other ads during the break.

"The BYD Seal goes beyond what people imagine — there’s simply nothing like it when it comes to technology and performance in this price range. A groundbreaking car deserves groundbreaking ways to be presented," says Alexandre Baldy, Head of BYD Auto Brazil.

The campaign features three films where the BYD Seal bursts onto the screen, overtaking ads for MultiGrip, Caladryl, and Allexofedrin. As the car takes over, a voiceover explains the disruption: "We overtook this commercial to remind you that the BYD Seal goes from 0 to 100 km/h in just 3.8 seconds."

"At We, we’re constantly pushing for new ways to rethink advertising — even in traditional spaces like television. I’m proud of our team for the idea and grateful to our clients for trusting innovation as a powerful brand-building tool," says Armando Araújo, CCO at We.