Chery Brings 'For Family' to Life with Lewandowski Film and Global Watch Parties in 30+ Countries
Chery is turning its 'For Family' slogan into real experiences, releasing a Robert Lewandowski brand film and hosting football watch parties in more than 30 countries.
- 30+
- July 18, 2026
- June–July 2026
What Happened
Chery says a brand built for families should do more than make cars—it should understand families and grow alongside them. On July 18, Chery released a new brand TVC with footballer Robert Lewandowski, told from his daughter's perspective, showing him as a father, husband, and guardian beyond the pitch. The film expresses Chery's 'For Family' brand value.
Chery hosts 'For Family' Family Watch Party events in CHERY stores across more than 30 countries, including Türkiye, South Africa, Mexico, Peru, and Iraq.
Chery releases a new brand TVC with Robert Lewandowski.
From Türkiye across Eurasia to South Africa, and from Mexico to Peru, CHERY stores welcomed families throughout June and July. The scenes included fathers lifting children high, families exchanging high-fives, and strangers becoming friends through shared passion. CHERY says this global watch party is a brand practice of creating memories and sharing life with families worldwide.
- Space: More generous space for every family gathering.
- Safety: Global five-star safety standards for every departure.
- Technology: Hybrid technologies, including CSH (Chery Super Hybrid), for easier journeys.
Chery integrates family needs into product development and technological innovation. The company says it moves forward with users, ensuring every product evolution and brand growth begins with real family needs. From the brand film to watch parties, Chery emphasizes that what truly crosses countries is companionship, trust, and belonging.
Previously from Chery Automobile Co., Ltd.
Chery previously named Robert Lewandowski as its global brand ambassador in May 2026, aligning with the automaker's 'For Family' values. This film and the global watch parties extend that ambassadorship into a broader brand campaign.
Background drawn from MotorClaw's earlier coverage of Chery Automobile Co., Ltd.'s official releases.
Why this matters
This campaign shows how automakers like Chery use emotional, family-focused marketing to build brand loyalty rather than just selling vehicles. By partnering with a global football star and inviting families into its stores for match screenings, Chery aims to connect with buyers across diverse markets. For a beginner, it illustrates the growing importance of brand experience in the competitive auto industry.
Terms in This Story
- TVC
- Television commercial, typically a short video ad.
- CSH
- Chery Super Hybrid, Chery's hybrid powertrain technology.
Summarised from the linked release; details can be imperfect — always verify against the original source.