Auto Trader has launched a new £2m advertising campaign celebrating '35 years helping Britain find the one'.
The 40-second TV spot written by glue Isobar's Seb Royce and directed by Mark Jenkinson marks Auto Trader's return to national television after a two year absence.
Showing people searching for new motors in the 70s, 80s, 90s and the present day, the ad will run on TV until the end of September and online until mid-October. The music is upcoming artist Natalie Duncan's take on the Etta James classic 'At Last'.
As well as the TV activity, Auto Trader will encourage motorists to go online and share the things they love about their car. The digital campaign will include video-on-demand, YouTube and Top Gear homepage takeovers and distribution across key video sites.
A Twitter competition called ‘The Car’s the Star’ will reward the most original and creative submissions with a unique, personalised video response.
Wayne Brown, managing director at glue Isobar, said: "We wanted to create a campaign that communicates the rich heritage of Auto Trader, elevating them above transactional competitors and creating a more emotional connection with audiences across the entire customer journey."
Jonathan Williams, director of consumer marketing at Auto Trader, added: "The emotional bond people have with their cars is timeless, and with the digital activity and Twitter competition, we hope to celebrate this relationship and engage viewers to remember the ‘first time’ with their car’."
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