VIDEO: BYD Joins Miraculous

With a special episode of Miraculous Chibi featuring the BYD DOLPHIN SURF, the Chinese automaker explores a new form of product placement.

Of course, BYD is not reinventing advertising, and product placement is not new in the entertainment industry. For decades, automakers have taken advantage of cinema and television to showcase their models. However, this practice is taking on a new dimension today with brands becoming central to productions aimed at younger audiences.

BYD and Mediawan have just unveiled a special episode of Miraculous Chibi, titled “A Dream Date!”, in which the new BYD DOLPHIN SURF accompanies Marinette in her adventures. Available for free on YouTube, this short episode features the heroine of the famous French franchise trying to catch up with Adrien in her electric car, despite a series of unexpected events and mishaps.

While cars have always held a prominent place in animated films, from Disney-Pixar productions to television series, automakers have long understood that children can become formidable ambassadors… even true recruiters within the family unit. Automotive preferences can develop very early, well before the age of getting a driver’s license.

BYD shapes its own image

What distinguishes BYD’s initiative is its level of integration. The car does not simply appear on screen: it actively participates in the narrative. The Chinese automaker thus becomes one of the first players in the automotive industry to closely associate its image with the development of original animated content aimed at a global audience.

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With over 350 million views for Miraculous Chibi and a franchise broadcast in over 150 countries, this operation clearly offers significant visibility. But it also illustrates an evolution in the marketing strategies of automakers. After cinema, sports, and video games, children’s animation could well become a new field of expression.

As for the use of the term Rendez-vous and ultimately Montmartre, some might see a nod to Claude Lelouch… One thing is for sure, this premiere undoubtedly opens up almost infinite possibilities for automotive brands.

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