Autotrader launches new ‘Feel like A Car person’ brand platform via Saatchi & Saatchi
Buying or selling a car can be daunting, especially if you don’t know a lot about cars. In its latest campaign via Saatchi & Saatchi Australia, Autotrader demonstrates how it makes it easier for Australians to make one of the largest purchases of their lives, with access to auto price guidance, car history, and easy-to-find contact information that will help people feel less like a novice once they begin the process.
Directed by Tim Green from Good Oil, the ‘Feel Like A Car Person’ campaign delivers on the belief that with the right kind of help, anyone can become a car person — even an out-of-his-depth woodsman that has lived an isolated life in the wilderness.
Says Dan Pugh, head of marketing, Autotrader: “We know not everyone is a ‘car person’, and the only time they wish they knew more about cars is when they’re buying or selling one. Autotrader assists by giving buyers the tools and knowledge to become car confident, which makes us different by being an automotive marketplace where everyone wins.”
Says Simon Bagnasco, executive creative director, Saatchi & Saatchi Australia: “It’s been a pleasure working with the Autotrader team. It’s a great product with a host of tools to make buying a vehicle easy for anyone.”
Autotrader’s ‘Feel Like A Car Person’ campaign has launched on broadcast and catch-up television and is supported by outdoor, radio, online, social and video.
Client: Autotrader
Head of Marketing: Dan Pugh
Brand Manager: Sophie Connolly & Darren Potter
Creative Agency: Saatchi & Saatchi Australia
General Manager: Toby Aldred
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Simon Bagnasco
Creative Director: Lee Sunter
Senior Art Director: Phil Harkness
Senior Copywriter: Jack Wall
Senior Planner: Matt Morgan
Group Account Director: James Tracy-Inglis
Senior Account Manager: Bj Scoular
Senior Broadcast Producer: Elizabeth Nunan & Abby Hunt
Senior Integrated Producer: Deb Munro & Greer Macpherson
Film Production House: Good Oil
Director: Tim Green
DOP: Tim Tregoning
Executive Producer: Sam Long
Producer: Chana McLallen
Post Production: The Editors
Editor: Laurence Van Camp
Online Editor: Matt Edwards
Colourist: Fergus Rotherham
Producer: Liv Reddy, Adrian Konarski
Photography Production House: Prodigious
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Photographer: Sam Bruce
Executive Producer: Ash Weaver
Assistants: River Li
Sound House: Squeak E. Clean Studios
Senior Sound Designer + Mixer: James Martell
Head of Production: Emma Hodge
Media: MediaCom
33 Comments
This is trying way to hard to be funny
Did he just say “back cavity?”
I like it.
Good fun!
Onya HarknessWall
Tough to watch!
WTF?
WTF?
Please explain.
Please don’t use our cars
Ha!
Poorly made.
Yikes
I have no idea what’s happening here.
Lighten up guys we need more funny stuff like this being made.
The only reason people are being tough is that these are really bad. Like terrible. Good intent maybe, but they’ve fallen well short of the standard we associate with Saatchi.
Fifty points for Gryffindore!
just another lame car ad
My back cavity brings all the boys to the yard, and they’re like “i’m mentally scarred”
Agree but this seems like it could have been better.
May have started out with potential but final result is a let down.
Who knows whether that is budget or client interfering though.
More donation dollars, less of this please
The average punter is going to have no idea wtf is going on. Poor strategy, execution ok.
Would rather see this than the world’s first carbon neutral muffler that simultaneously cures cancer and raises money for underprivileged koalas.
Comedy is harder than ever to land. Well done to those involved for giving it a bloody good crack. Keep it up. We all need more laughs.
Agree with this.
Advertising is becoming more worthy. The industry needs to take its hand of its cock and start making funny ads again. This is a solid crack.
This looks like the work of a junior team yet the credits have them as ‘senior’. How long do you have to work in this industry now to be considered senior? Obviously not long enough from this display.
walking bear funny 🙂
I get it. I like it.
There’s a good idea in there, it’s just so horribly executed.
If you’re going to writing a comedy spot the copywriter needs to have that skill, not all copywriters are good at it. Humour isn’t easy and it shows here.
*write. Clearly i’m not a copywriter.
It’s true that we all need a laugh at the moment, but there is nothing more lame than a badly written ad that’s trying to be funny. Like this one.
Was I meant to giggle?
Can someone explain this to me? Watched it twice now and have no effing idea whats going on? Also why is the print split down the middle with no difference between the sides?
Saatchi’s MO has become trying to make funny telly spots. Don’t mind it.
Is this based on the TV show from the 60s known as Catweazle? Where is this story line from?
Catweazle … that tv show was such a long time ago but I do remember that I liked it as a child …… Not many would remember or relate to it now …. I like the advert for that very reason. Too many need an explanation as to WHY … WHY NOT, I say…