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CarStore 'Revolves Around You' in Campaign from Pendragon and The Maverick Group

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TVC was directed by Dark Energy’s Caswell Coggins and demonstrates the brand’s purchasing options using a cleverly designed revolving stage

CarStore 'Revolves Around You' in Campaign from Pendragon and The Maverick Group

Pendragon and The Maverick Group have launched CarStore’s first major advertising campaign since a major re-brand at the end of 2021. The extensive integrated campaign for the one of the UK’s leading automotive retailers will run across TV, VOD, OOH, press, radio, online and digital, with all channels encouraging consumers to “buy your way”. The TVC was directed by Dark Energy’s Caswell Coggins and demonstrates the brand’s purchasing options using a cleverly designed revolving stage.


With the new campaign, CarStore is zeroing in on consumers’ buying preferences. The rise of eCommerce, accelerated by the pandemic, has sparked huge shifts within the automotive industry, with a raft of new 100% digital competitors springing up. However, research shows that vehicles remain a purchase that consumers are reluctant to make entirely online. CarStore offers a hybrid solution – combining the best of online shopping with physical showrooms to give customers the most flexible way possible to buy a car – in essence, the best of both worlds.

It’s a hugely exciting step for the brand, which became a Maverick Group client along with parent company, Pendragon PLC, in 2020. Jamie Bell, ECD at The Maverick Group, commented: “CarStore are on such an exciting journey as a brand and have been such a pleasure to work alongside. They want to offer customers a car buying experience that goes above and beyond… one that completely revolves around the customer. With this new campaign we want everyone in the UK to feel what makes CarStore different from the rest”.

Pendragon’s chief marketing officer, Kim Costello, is equally thrilled about the new campaign. With the May launch date fast approaching, she commented “My team and I are so excited about this campaign going live. It’s the culmination of many months of hard work by the Maverick Group and our in-house marketing team, I’m very grateful for their expert support. We are looking forward to showing consumers how CarStore’s offering revolves around them, tailoring the car buying journey to each individual’s needs.”

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Credits

Client: CarStore

Head of Brand: Emma Pochin

CMO: Kim Costello

Brand Consultant: Alexis Geschieder

Agency: The Maverick Group

ECD: Jamie Bell

CD: Dan Plotkin

CD: Name Ingram

Project Director: Kelly Hennessy

AP: Silvia Santamaria

Agency Post Producer: Lisa Fox

Senior Motion Graphics Designer: Ollie Crisp

Line Producer: Carla De Nicola

Production Company: Dark Energy Films

Director: Caswell Coggins

Executive Producer: Matt Brown

Producer: Russell Curtis

Production Manager: Laura Mival

Edit: Toby Conway-Hughes

Post House: Marshall Street Editors

Post House: Absolute

Colourist: Matt Turner

Choreographer @supplenam
Music by Meanred

Categories: Automotive, Cars

Dark Energy Films, Fri, 27 May 2022 11:10:00 GMT