Luxury vehicle manufacturer Jaecoo is hoping to compete with established premium car companies in a series of new ads.

Devised by creative studio Who Wot Why, ‘Badges aren’t brought, They’re Earned’, plays with the idea that the brand must “earn its place on UK streets”.

The campaign showcases the car’s features against its value, highlighting that it doesn’t have the price tag that is usually associated with luxury brands.

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According to Jaecoo, the campaign is part of an ongoing strategy to establish the brand within the UK market.

The platform will run across TV, video-on-demand and out-of-home channels. It is also part of the brand’s European Professional Club Rugby sponsorship.

John Zhong, brand director at Omoda and Jaecoo UK, said: “Who Wot Why has been instrumental in landing this new car marque in the UK market.

“We have the perfect opportunity in the UK to demonstrate true value against the established brands, and the work developed by Who Wot Why lands our core credentials in a way that’s tonally appropriate for the market; through understated behaviours that demonstrate we know our worth.”

Matt Gooden, joint CCO and co-founder at Who Wot Why, said: “We’re proud of the ‘earning our badge’ campaign for this incredible, fast-moving company. To be working with a brand with a clean slate backed up by incredible product doesn’t get much better.”