Digital marketplace for new and used cars, Auto Trader, has revealed its latest TV ad set to go live on Monday 18 March.
Part of Auto Trader's largest marketing investment to date the ads feature a girl looking for her next car on her tablet, and a man preparing to sell his car by snapping it on his smartphone.
Developed and produced by creative agency glue Isobar, the 30” and 20” TV spots focus on buying and selling respectively. Directed by Mark Jenkinson, the ads demonstrate Auto Trader’s breadth and scale for both buyers and sellers and aims to highlight the brand’s ability to deliver an intuitive and convenient experience across platforms.
“We know consumers want to access Auto Trader whenever and wherever, which is why our multi-channel offering is a focus for the business and a key theme in the latest TV campaign. We also wanted to demonstrate the functional role Auto Trader plays in the car buying and selling process, as well as highlighting the breadth of stock available on the site,” commented Jonathan Williams, Auto Trader’s director of consumer marketing.
The 30” execution which focuses on buying shows the girl’s shortlist brought to life as a large convoy of cars drives by in the distance. The convoy slowly reduces in number, representing the selection process. The campaign follows on from the brand’s previous activity in September 2012 and celebrates Auto Trader’s brand heritage.
Media has been handled for the campaign by Carat and iProspect with PR by Citizen Relations.