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By Gillian West | Social media manager

March 18, 2013 | 2 min read

Digital marketplace for new and used cars, Auto Trader, has revealed its latest TV ad set to go live on Monday 18 March.

Part of Auto Trader's largest marketing investment to date the ads feature a girl looking for her next car on her tablet, and a man preparing to sell his car by snapping it on his smartphone.

Developed and produced by creative agency glue Isobar, the 30” and 20” TV spots focus on buying and selling respectively. Directed by Mark Jenkinson, the ads demonstrate Auto Trader’s breadth and scale for both buyers and sellers and aims to highlight the brand’s ability to deliver an intuitive and convenient experience across platforms.

“We know consumers want to access Auto Trader whenever and wherever, which is why our multi-channel offering is a focus for the business and a key theme in the latest TV campaign. We also wanted to demonstrate the functional role Auto Trader plays in the car buying and selling process, as well as highlighting the breadth of stock available on the site,” commented Jonathan Williams, Auto Trader’s director of consumer marketing.

The 30” execution which focuses on buying shows the girl’s shortlist brought to life as a large convoy of cars drives by in the distance. The convoy slowly reduces in number, representing the selection process. The campaign follows on from the brand’s previous activity in September 2012 and celebrates Auto Trader’s brand heritage.

Media has been handled for the campaign by Carat and iProspect with PR by Citizen Relations.

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Isobar

Isobar is dentsu’s global creative agency focusing on building a differentiated offering around Strategy and Innovation, Product and Experience, Brand Design & Systems and Comms & Content.

Isobar crafts distinctive brands and innovative experiences for a connected future. We work on the intersection of brand creativity and experience design to bridge the gap between a brand promise and the experience it offers to customers, employees and communities.

Over the last three years, Isobar has won 400 awards, including 6 D&AD Pencils, 7 Cannes Lions with one Gold Lion in the Creative eCommerce category, and was named a Leader in the Gartner “Magic Quadrant for Global Marketing Agencies” for the seventh consecutive time. Isobar’s top clients include adidas, Coca-Cola, Enterprise, P&G and Philips.

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