Auto Trader unveils its latest advertising campaign which brings to life the unnerving feeling of buying a car in a surreal, dream like film.
The new campaign will see the car marketplace bring the concept of clutter to the forefront, highlighting that Auto Trader is there to silence the noise – for new and used cars alike.
The film features a flock of parrots who act as a metaphor for the noisy car-purchasing market, before the film is finally resolved by Auto Trader, the antidote to the intimidating feeling of buying a brand-new car.
Ben Darby, head of marketing communications at Auto Trader, explains: “The marketing challenge this time round is very different to recent years, but equally it offers an opportunity to test a bolder creative that has great potential to build a new type of equity into an already well-known brand.”
“We’re eager to see how this new creative direction performs with new car buyers today and in the near future, as well as its influence on supporting Auto Trader’s goal to becoming as renowned for new as it is for used cars.”
Nik Studzinski, chief creative officer at Karmarama, said of the new campaign: “We all know what it’s like when you’re looking to buy a new car. Friends, family and parrots all have an opinion. Auto Trader is a sanctuary from all the noise. A place you can buy in peace.”
Created by advertising agency Karmarama, the first execution of the new campaign debuts on Friday June 7th across TV and online.