Auto Trader launches ‘Tell New Zealand about your car’ campaign via 4AM and The Sweetshop
Sweetshop director Damien Shatford has put his stamp on Auto Trader’s latest campaign ‘Tell New Zealand About Your Car’.
In collaboration with 4AM, Lassoo and Unbound, the campaign captures the quirks of Kiwi car culture with humour and charm, turning the everyday task of selling your car into something memorable.
Says David Thomason, strategic lead: “It’s actually a campaign about advertising. The TVC shows people trying to write an ad, but they forget the brief. We got quite confused working on it. It’s a brand awareness campaign, but it thinks it’s a promotion, but the most memorably distinctive asset will probably be the half-eaten hairy jet plane.”
The result is a spot that’s as engaging as it is relatable, says Ross Logue, managing director of Auto Trader: “Kiwis love to tell stories about their cars, we actually get emotionally attached to them.”
Rolling out across TV, online video, digital OOH, cinema, radio, PR, performance media and partnerships, the new campaign plays on Kiwi’s unique sense of humour. AutoTrader is also encouraging New Zealanders to become a part of the campaign by selecting 10 winners each month based on their listing creativity. The winners will then receive a nationwide billboard campaign and free exposure for their car sale.
Says Kurt Bradley, managing director and ECD at 4AM: “Being a nostalgic Kiwi brand, Auto Trader is perfectly placed to incorporate our culturally nuanced humour into the campaign. Expect to see some catchy one-liners like ‘may contain traces of child’ and ‘it’s 23cm too long for my new garage.’”
See more of Damien’s work here.
To work with Damien, contact Edward, Greg or Kate epontifex@thesweetshop.tv / greg@thesweetshop.tv / kate.roydhouse@thesweetshop.tv
Client: AutoTrader
Managing Director: Ross Logue
Dealer Manager: Richie East
Production Company: Sweetshop
Director: Damien Shatford
Managing Director/EP: Ben Dailey
Producer: Jimena Murray
Cinematographer: Marty Williams
Editor: Luke Haigh
Photography: Troy Goodall
Creative & Brand Agency: 4AM
Founder, ECD: Steve Thomson
Managing Partner, ECD: Kurt Bradley
Strategy &Creative: David Thomason
Strategy: Emma Popping
Creative Director: Guy Roberts
Client Services Director: Helen Prangley
Design Director: James Nielsen
Senior Designer: Imogen Temm
Media, PR & Social Agency: Lassoo
Head of Strategy and Investment: James Roberts
Communications Director: Kimberly Kastelan
Business Director: Dani Geraghty
Social and PR Account Director: Océane Chouet
General Manager: Daniel Currin
5 Comments
lmao
2 thumbs up. Lovely work
i needed a smile today, and shatford gave it to me.
this totally misses the mark. it isn’t funny and I was cringing at the “jokes”
I very much enjoyed “Is that a penis joke or a bum joke?”