Autotrader positions itself as better than dad’s advice in ‘a smarter way to trade auto’ campaign
Digital car trading platform Autotrader has positioned itself as better than the advice you will get from your dad in its latest ‘a smarter way to trade auto’ brand campaign.
Created by Saatchi & Saatchi the ad features a dad giving his son a long-winded explanation on how to trade his car.
The campaign is running across TV, outdoor and digital.
Toby Aldred, general manager at Saatchi & Saatchi Sydney, said in a statement: “The creative aims to position Autotrader as a challenger brand with a distinct tone of voice. This builds on the strategy we have developed to help disrupt the traditional and embedded ways of buying and selling cars.”
Dan Pugh, marketing director at Autotrader, added: “Autotrader is here to challenge the established and traditional ways of buying and selling cars. This creative allows us to achieve that by establishing the Autotrader tone of voice with some cheeky and intelligent executions.”
Credits:
- Client: Autotrader
Chief Marketing Officer: Glen Knowles
Marketing Director: Dan Pugh
Marketing Manager: Aaron Thomas
Campaign Manager: Anna Michael - Creative Agency: Saatchi & Saatchi Australia
Copywriter: Jack Wall
Art Director: Phil Harkness
Planner: Donna Yan
Producer: Michael Demosthenous - General Manager: Toby Aldred
Senior Business Director: John Larkin
Business Manager: Annie Millar
Production Company: Prodigious
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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