Trashed cars and unwanted coffee machines feature in new Gumtree campaign
Gumtree.com.au has launched two “cartoon-like” new TV commercials, featuring the same hard up couple “Mark and Sally” as its previous campaign.
The ads continue to focus on what the site can be used for, selling or buying specific items such as a new family car. In the first ad a dazed, or possibly drunk, sounding Mark struggles to explain how he has trashed the family car.
The other ad features the couple selling an unwanted gift of a coffee machine.
Director Geoff Young said: “The team at Gumtree have always been adamant that the TVC’s must clearly show what Gumtree can offer. The trick was to create something that stands out – consumers don’t need another demo on how a website works.”
“What we came up with was not so much as a strategy as it was a ‘results focused’ treatment. The style, exhibiting almost cartoon-like qualities, let us create a series of ads that we think really stand out from the crowd, and most excitingly, have now been generating really significant results for 3+ years. It’s one of those lovely situations where the creative really does support the business needs and objectives,” Young said.
The campaign has been replicated by eBay in Taiwan and Singapore, adapted for the local markets by Storyhead.
Credits:
- Marketing and PR Manager: Niki Hennessy
- Director: Geoff Young
- Writer/Producer: Pete Campbell
- DOP: Borce Damcevski
- 1st AD: Martin Hallman
- Creative and Production Company: STORYHEAD
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