When Cars24 launched in Australia in September 2021 as Australia’s first 100% online used car buying platform, it promised “The Future of Used Cars Has Arrived”. Now it is hoping to prove it with a series of  humorous TV commercials that uses hyperbole to underline the dangers of buying used cars from private sellers and dodgy dealers.

The campaign, That’s a Shame, has launched with two films two films running on TV and digital (YouTube and social) in Australia.

The campaign comes from Roy Morgan research that puts car salesmen at the top of Australia’s ‘least trusted’ list for the past 36 years, (followed closely by advertising execs). The first spot features a dodgy used car dealer who puts a young couple through their paces with his sleazy sales pitch. 

The second spot features a nervous, unassuming first-time car buyer who is taken for a ride by a woman offloading her lemon, in exchange for some quick cash.

CARS24 head of marketing, Amy de Groot, commented, “When people think of buying a used car, they automatically think of a dodgy dealer or the nightmare of ending up with a ticking time bomb and being duped by a private seller only for the car to have a handful of issues and no warranty to safeguard the purchase.

“Our mission is to transform this experience, with our game changing 100% online experience and fast, free home delivery, from a marketing point of view we need to show Australian consumers that we truly are changing the landscape and the future of the industry by shaking it up from the get-go with great Aussie humour and relatable rough experiences.”

Credits

Client: CARS24 Australia
Head of Marketing: Amy de Groot
Head of Media: Ben Cunnington

Creative Agency: Milkman 

Production Company: The Producers
Director: Mitch Kennedy
Producer: Tanya Spencer 

Media Agency: Hatched
Casting: 2Divas
Sound: GAS Inc