- CHERY released a new global TVC on July 18, 2026, starring Robert Lewandowski, its Global Brand Ambassador.
- The film is told from the perspective of his daughter, framing him as father, husband, and guardian alongside his on-pitch identity.
- The Tiggo9 CSH is featured throughout as the family's vehicle of choice, tying the ad to CHERY's "For Family" philosophy.
- The campaign builds on Lewandowski's ambassadorship, which was formalized in May 2026.
CHERY has launched a new global TVC starring Robert Lewandowski, the automaker’s Global Brand Ambassador and one of football’s most iconic No. 9s.
Told through his daughter’s perspective and voiceover, the film presents Lewandowski as a champion in the spotlight and as a father, husband, and guardian at home, connecting his discipline on the pitch to CHERY’s “For Family” positioning.
The Tiggo9 CSH appears as a key family travel partner in the journey scenes, reinforcing the brand’s message that mobility is about shared time and safety, not just specs.
The campaign extends an ambassadorship that began in May 2026, when CHERY appointed Lewandowski as its global brand ambassador at a signing ceremony in Barcelona, where he was presented with the Tiggo 9 Chery Super Hybrid vehicle.
This is one of several recent moves by automakers using athletes to launch their car launches, like when INFINITI took a similar approach with Rob Gronkowski and Julian Edelman for its QX65 launch.
Earlier this month, CHERY and Lewandowski also marked football’s biggest season, with fans able to redeem a Chery x Lewandowski jersey T-shirt at roadshow events in Malaysia. Lewandowski, now with FC Barcelona, remains one of the sport’s most decorated strikers.
Alongside CHERY, Lewandowski’s endorsement portfolio includes apparel brand 4F and fashion house BOSS. While his likeness was heavily leveraged for the brand’s early-July football season roadshows in regions like Malaysia, this cinematic TVC marks his first major global commercial film campaign for CHERY since formalizing the partnership.
Takeaways
CHERY isn’t just buying a face for its ads; it’s buying a narrative. Lewandowski’s reputation for discipline and consistency maps neatly onto “For Family,” and pairing that with a Barcelona signing ceremony and a gifted Tiggo 9 suggests this is a long-play ambassadorship, not a one-off shoot.
This also fits a broader pattern: Chinese automakers increasingly reach for individual global athletes (not just team sponsorships) to build trust in new export markets.
Does a “family man” narrative move the needle for car buyers the way on-field highlights would? Are Chinese automakers signaling a permanent shift toward athlete-led marketing over league sponsorships? Will CHERY lean further into family-focused storytelling with future ambassadors?
