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.”


  • 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

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