Autotrader's first work with agency 72andSunny New York takes the car buying and selling platform’s ad messaging in a more humorous direction. It’s also the first traditional ad campaign helmed by Hollywood director Derek Waters.
The "Finally, It's Easy" creative opens with two men discussing their sled purchases during the Nordic Bronze Age before a woman in a brand new truck shares her experience with Autotrader before driving off.
“In a new direction for Autotrader, the campaign diffuses the stress of car buying with humor and brings the fun and personality back into the shopping experience," explains Greta Crowley, vice president of marketing, Autotrader.
Previous advertising tilted more heavily toward instructional guidance in modern settings.
This campaign, by comparison, has some "fun" with the historical drama around car buying that that the company believes many consumers can all relate to, while offering up Autotrader as the easy, fast and reassuring option, according to Bryan Rowles, executive creative director and partner, 72andSunny New York.
“There's a deep commitment from Autotrader to take the pain and uncertainty out of car buying,” says Rowles. “Which is pretty awesome -- because since the dawn of humankind, car buying has been incredibly painful and filled with skepticism."
Bowing today and extending through November, the campaign will air nationally across cable, radio, network and streaming television platforms, digital, social and major programming, including the MLB Playoffs, NFL Monday Night Football and the NBA season kickoff.