DriveTime: Almost a Genius by Duncan Channon

Client: DriveTime
Date: Mar 2018
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A new brand positioning and creative by Duncan Channon for auto retailer DriveTime has fun with the idea that buying a car can make even the smartest among us feel stupid.

National TV spots in DriveTime’s new $50M+ campaign playfully showcase two fictional brainiacs: marine biologist Dakota Isaacs and mathematician Gunter Zoolof, who claim remarkable academic and scientific achievements, yet fail to be true geniuses because they don’t outsmart the notoriously unpleasant car buying process using DriveTime.

The 'Almost a Genius' campaign is part of a larger strategic pivot for DriveTime, the country’s second largest used vehicle retailer focused exclusively on used vehicle sales, to introduce the brand to new customer segments with near prime and prime credit. The pivot includes changes in DriveTime’s online and retail experiences.


Client: DriveTime

Scott Worthington – Vice President, Retail & Marketing

Patrick Littler – Managing Director, Analytics

Courtney Edwards – Creative Manager

Agency: Duncan Channon

Anne Elisco-Lemme - Creative Director

Parker Channon - Creative Director

Marty Bonacorso - Copywriter

MJ Deery - Copywriter

Melissa Ploysophon - Art Director

Keenan Hemje - Broadcast Producer

Nick Gustafson - Account Supervisor

Allan Johnson - Strategy Director

Production: MJZ

David Zander - President

Eriks Krumins - Senior Executive Producer

Mia Dahlman - Production Manager

The Perlorian Brothers - Director

Manel Ruiz (independent) - Director of Photography

Marc Guspie (independent) - First Assistant Director

Editorial: Hutch Co.

Jim Hutchins - Editor

Patrick O’leary - Assistant Editor

Jane Hutchins - Executive Producer

VFX, color, finish: Freefolk

Fi Kilroe - Executive Producer

Celia Williams - US Executive Producer

Charles Gillett - UK Producer

Charlotte Raffi-Lippai - US Producer

Jason Watts - Creative Director

Paul Harrison - Colorist

Paul Wilmot - Flame

Andy Copping - Flame

Suzanne Dyer - Flame US

Robert Sheridan - Nuke

Liam Barlow - Nuke

Keagan Harris - Nuke

Harin Hirani - Lead CG

Ed Sherwood - CG Animator

Jared Embley - CG Rigger

Artur Drozdowicz - CG look dev

Chris Wright - CG look dev

Animation: Los York

Melina Osornio - Head of Production

Santino Sladivic - Executive Producer

Shane Griffin - Creative Director

Ryan Lowrie - Producer

Mike Tello - Designer

Kris Szumowski - Animator

Sound Design: One Union Studios

Eben Carr - Audio Engineer

Ruby Biloskirka-Conley - Producer

Music: Songs for Film & TV

Silas Hite - Composer

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