DriveTime: advert-body-3 by Duncan Channon
- Location:
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.
Credits
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
