Carsales gives every car its own one-of-a-kind commercial in new campaign via CHE Proximity
carsales.com.au, with the help of CHE Proximity and Guilty, has released a new campaign that has given every second-hand car its own moment in the spotlight.
From February 27, for a limited time, carsales will offer every private seller the opportunity to have their very own big, expensive-feeling car ad, titled AutoAds.
Kellie Cordner, carsales chief marketing officer, said the AutoAds campaign appealed to the innovative DNA within carsales.
Says Cordner: “As the number one place in Australia to sell your car online, the campaign demonstrates carsales’ unwavering commitment to helping Australians sell with confidence and ease.
“With social communities playing such a big part in our everyday lives, the fun and personalised nature of this campaign is a unique and engaging way for our private sellers to get the word out that their car is up for sale.”
To capture the five distinct themes and characters, hundreds of scenes and thousands of VO clips, CHE Proximity teamed up with award winning comedy director Tony Rogers and the (very) versatile actor, Kai Smythe.
The filmed footage is combined with the seller’s own photographs of their car via a purpose-built algorithm that automatically pulls in the seller’s name, car type, price and odometer reading.
The first campaign of its type for the Australian auto category has the potential to produce 1.2 trillion unique car commercials, with no two ads ever the same.
Not only will the cars and consumer details be unique to each ad, but the algorithm seamlessly rearranges the footage and script with different lines and visuals.
After listing their car at carsales, each seller receives five unique themed 40-second ads to choose from and post on their social pages.
The themes are: Adventure, Family, Tough, Luxury and City, each with bespoke music designed by Loner Productions.
Ant White, chief creative officer of CHE Proximity, said the creation of AutoAds was a true collaboration between all involved.
Says White: “Tony Rogers and Guilty worked with the team’s dynamic script that had thousands of unique lines and nuances. The tech, data, design and production teams stitched it all together seamlessly with the smarts hidden in the background.”
Agency: CHE Proximity
CEO: Chris Howatson
CCO: Ant White
COO: Andrew Drougas
Group Account Director: Jess Hughes
Planning Director: James Needham
Account Director: Sarah Newell
Group Creative Director: Glen Dickson
Creative Directors: Garret Fitzgerald, Joe Hill, Chris Andrews
Creatives: Cameron Bell and Sam Dickson
Head of Design: Jason Young
Head of CHEP Films: Julie Duff
CHEP Films Producer: Elena Szymanski
Editing/VFX: CHEP Films (Damian Capicchiano & Matt Goddard)
Sound post-production: CHEP Films (Matt Thompson)
Music: Loner Studio
Technical Director – Product & Comms: Matt Rose
Technical Director – Web & Platform: Hoang Nguyen
Creative Technologist: Andy Stewart
Digital Producer: Sam Bury
Production Company: Guilty
Director: Tony Rogers
Producers: Jason Byrne & Rohan Timlock
Line Producer: Alex Sturman
Cinematographer: Marin Johnson
PR – Attention+Influence
Creative Partner: Mike Doman
Managing Partner: Simone Pipkorn
Account Director: Fleur Williamson
carsales
CMO: Kellie Cordner
Group Marketing Manager: Trudi Sampola
Brand Manager: Jun Lee Sia
Digital Specialist: Caitlin Retell
Development Manager: Luke Bronts
Consumer PR Manager: Sarah-Lucy Rice
50 Comments
Brilliant work boys. Smart + funny.
CHE have really stepped it up in recent times. This is excellent.
Shout out to a good client who is prepared to have some fun.
“You can’t be jealous…if it’s yours.” Best line I’ve heard in ages.
Well done. This is genuinely epic work, intelligence fuelled yet human. True validation that personalisation can be delivered at scale, without sacrificing creative brilliance.
ideas like this need commitment and you’ve pulled it off, well done to all involved.
Very good.
For coordinating so many employees to leave comments in such a short amount of time.
you’ve had your say…. let the others have a turn.
On paper this would have looked like a good idea. Executionally it’s clunky and confusing. I applaud the effort that you would have to go to to make it, but misses the mark for me.
These are great. Well done.
It’s like a bad automotive version of this bad idea https://www.youtube.com/watch?v=r33ZjL7Fr2Y
But at least the Steven Seagal version was kind of funny and well made.
Genuinely excellent, well done agency & client.
Thy make up stuff – like these obviously agency-written comments – and then expect everyone to believe that they’re real #fakenews #adlandisawashwithit
Nice one.
I don’t work for CHE but I do like this campaign. Big lolz. Cheers.
Great idea and hats off for pulling it off. I wonder if the writing is a little subtle for the average consumer to potentially grasp that it’s a piss-take however – but I guess it still works whether they do or not.
Love it! Well done, all.
Thy make up stuff – like these obviously agency-written comments – and then expect everyone to believe that they’re real #fakenews #adlandisawashwithit
I wish this was around when I sold my car on Carsales a few years ago. Would share on social from a non-sharer, and that’s the main test, isn’t it? Well done.
All the sample ads are very anglo, and the entire premise and production is male-centric. If CHE want their ads to actually be relevant and user-friendly, they need to re-evaluate their old-fashioned perspective.
Fresh for the category. Interactive with an actual purpose. Fun for the punter. Joy to watch. I sense a different kind of metal for Carsales in the near future.
Very funny. The talent is superb.
F*ckin great.
Bravo guys, this is awesome.
Was the casting brief talent with bad teeth?
(Oh and BTW, the ads are only marginally better than some of the chompers in these ads)
The verdict is in. This campaign is awesome!
I reckon it was a cool concept and it’ll probably cut together as a good case study too. Shame the execution is so poor. Still good for social categories I guess.
Despite launching today, I went to the car sales website to check out the functionality and can’t see where you can actually make your own ad. Nothing comes up on search either. I smell a play for awards….
Brilliant stuff, CHE. Creative personalisation at scale. Impressive.
@Where?
You are a peanut.
I really liked it when Crispin Porter did it.
https://www.youtube.com/watch?v=Q43YFMWhBlc
I liked it even more when Zambezi did it.
https://www.youtube.com/watch?time_continue=1&v=ucUMxqEmJ1s
Same team. Same result.
Just so happens I am selling my car and thought I’d give this a go. Went through the listing process and it’s nowhere to be found! CHE how does a punter actually do this or are you PRing a bullshit idea that only exists in the trade press and your future case studies?
Nice idea but really, and I know frim experience, very few people will actually bother doing this and people who are busy looking for a car are even less likely to bother watching a cobbled together stock commercial.
where can i make my own?
https://www.carsales.com.au/autoads
is the algorithm automatically creating the custom VO which includes every sellers’ name, make and car model? Or is this recorded afterwards?
It doesn’t matter if it isn’t an algorithm…you don’t need to exaggerate for this to be a good idea.
Your hearing test was a beautiful original idea, well done.
This is a blatant ripoff of tr LetGo campaign
http://creativity-online.com/work/letgo-commercializer/46559
Decide what sort of agency you want to be.
Please DIVERSITY FAIL will you just go away.The presenter is a male.So what?He represents half the population.A quick trawl through the spots shows other types and genders.You are boring the rest of us to a slow death.
This is literally the same idea and execution as Letgo’s ‘Commercializer’ campaign. Even down to the use of 5 different themes. Don’t get me wrong, the potential scale is impressive, but Letgo’s campaign is barely over a year old. Woeful plagiarism.
All too hard. I want to sell a car quickly, not wait around for someone to decide if my ad is worthy of a half-baked gimmick. Thanks anyway, but the old girl is now on Gumtree.
as John Hegerty says, great work is 80% Idea, 80% Execution
LetGo Commercisliser was a way better version of this. And it was first. Need to get your heads out of your arses, dudes. You can’t PR an idea like this without doing a proper health check first.
Brilliant idea, pity it’s a blatant rip-off that’s been poorly executed, even by Australian standards. Instead of copying what other agencies have done, try doing some original thinking! Anyone can steal ideas done by other agencies. This is plagiarism.
Bit of a shame, Lather rinse repeat, Things that make you go hmmm, come clean and Exit through the Common doors. Are you the same sad bitter little person?
It may be unfortunately similar to The Commercializer, but it’s still bloody cool. Love all the clips, great effort and a really cool product for CarSales. Congrats on making some fun stuff.
You’d have to be an idiot to be slagging this off. Every single time a seller shares this online it’s an ad for CarSales. A ton of work has gone into this, well done to all. Get your case studies ready.
The degree of difficulty on this is through the roof. Really nice.
ps: Will also work great in new business pithes.
Nice loved it
Excellent Service. Loved it.