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DriveTime Reminds Us Car Buying Can Make Even Scholars & Scientists Feel Dumb

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The colourful live-action films were created by Duncan Channon and directed by MJZ’s Perlorian Brothers

DriveTime Reminds Us Car Buying Can Make Even Scholars & Scientists Feel Dumb
A new brand positioning and creative campaign launching March 5 by Duncan Channon for auto retailer DriveTime has fun with the idea that buying a car can make even the smartest among us feel dumb. 

Two national TV spots in DriveTime’s new $50M+ campaign playfully showcase two fictional brainiacs: marine biologist Dakota Isaacs and mathematician Gunter Zoolof who claim remarkable academic and scientific achievements, yet fail to be true geniuses because they don’t outsmart the notoriously unpleasant car buying process using DriveTime. 

The spots were created by Duncan Channon with visual effects partner Freefolk and director Perlorian Brothers.

The “Almost a Genius” campaign is part of a larger strategic pivot for DriveTime, the USA’s second largest used vehicle retailer focused exclusively on used vehicle sales, to introduce the brand to new customer segments with near prime and prime credit. The pivot - which includes changes in DriveTime’s online and retail experiences, pricing and inventory - now puts the brand in direct competition with the auto retailing heavyweights. Prior to this rebrand to aggressively court audiences with good credit, DriveTime focused on “rescuing” car-seeking consumers with Fico scores under 550 who typically hear “no” from traditional lenders.

Duncan Channon, DriveTime’s agency of record since 2012 and creator of the successful ‘Rescued’ campaign that drove five years of double digit sales growth, collaborated with the brand on its repositioning and conceived ‘The Genius Way to Buy a Car’ tag. 

The campaign will launch March 5 on national cable networks including A&E, ESPN, History, Discovery and USA among others, and on local broadcast stations in 68 markets - as well as digitally on Facebook and YouTube. Beyond new advertising, DriveTime is aggressively courting audiences with good credit via competitive pricing based on the Kelly Blue Book Price Advisor and low APRs and down payments for those with Fico scores above 550. DriveTime has also added 6,000+ late model, low mileage used vehicles with strong market demand to its national inventory.

“Why is it that we’ve all somehow agreed that buying a car will be a complete drag? No matter how much we demand smarter, more convenient ways of purchasing other items in our lives, we reluctantly go through the old-school drudgery at the dealership when it comes to one of the biggest purchases we make,” said Anne Elisco-Lemme, executive creative director, Duncan Channon. “But the smart people at DriveTime have developed an incredible set of online tools that give their equally smart consumers everything they need to make an intelligent and pain-free purchase – lightening fast. It might not be Carmichael's totient function conjecture, but it’s pretty genius.”

“Our strategic pivot is grounded in listening to what we know car buyers want -- to make the car buying process easy by setting a transparent expectation about the price of car and down payment online and then over-delivering on that promise at one of our 145 dealerships,” said Scott Worthington, vice president, retail and marketing, DriveTime. “We’re excited to introduce DriveTime to all consumers who are looking for a smarter, easier way to buy a used car with Duncan Channon’s humorous creative approach.”
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Music Company: Songs for Film & T.V.

Composer: Silas Hite


Edit Company: Hutch Co.

Editor: Jim Hutchins

Edit Assistant: Patrick O’leary

Executive Producer: Jane Hutchins

Post Production / VFX

Post Production Company: Freefolk

Flame Artists: Paul Wilmot, Andy Copping, Suzanne Dyer

Colourist: Paul Harrison

Producer: Charles Gillett,Charlotte Raffi-Lippai

Nuke: Robert Sheridan, Liam Barlow, Keagan Harris

Creative Director: Jason Watts

CG Artists: Artur Drozdowicz, Chris Wright

Animation: Ed Sherwood

Rigging: Jared Embley

CG Lead: Harin Hirani

Executive Producer: Fi Kilroe, Celia Williams

Production Company

Production Company: MJZ

Executive Producer: David Zander (President), Eriks Krumins (Senior Executive Producer)

Director: The Perlorian Brothers

DOP: Manel Ruiz

1st AD: Marc Guspie

Production Manager: Mia Dahlman


Sound Company: One Union Studios

Sound Engineer: Eben Carr

Producer: Ruby Biloskirka-Conley


Animation Company: Los York

Animators: Kris Szumowski

Designer: Mike Tello

Creative Director: Shane Griffin

Head of Production: Melina Osornio

Executive Producer: Santino Sladivic

Producer: Ryan Lowrie


Advertiser: DriveTime

Clients: Scott Worthington – Vice President, Retail & Marketing / Patrick Littler – Managing Director, Analytics / Courtney Edwards – Creative Manager

Creative Agency

Creative Agency: Duncan Channon

Planner: Keenan Hemje

Strategy Director: Allan Johnson

Account Supervisor: Nick Gustafson

Copywriters: Marty Bonacorso, MJ Deery

Genres: Animation, Comedy, People

Categories: Automotive, Cars

Duncan Channon, Mon, 05 Mar 2018 18:07:33 GMT