Autotrader is offering some real-life facts about buying a car. Like the fact that your mate’s girlfriend’s recommendation and the offer of “mate’s rates” do not say, must buy. Or that mum & dad’s idea of your ideal first car probably doesn’t align with yours.

The campaign, A Smarter Way To Trade Auto, was created by Saatchi & Saatchi Australia. It’s human, relatable and a little bit fun. It also stands out in a very crowded market.

Saatchi & Saatchi Sydney general manager, Toby Aldred, commented, “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.”

A Smarter Way To Trade Auto is running in press, OOH, digital and on broadcast TV.

Autotrader marketing director, Dan Pugh, 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:

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

Client: Autotrader
Chief Marketing Officer: Glen Knowles
Marketing Director: Dan Pugh
Marketing Manager: Aaron Thomas
Campaign Manager: Anna Michael