HMDG releases second Auto Trader ad

The ad, directed by Aaron Duffy, is set in a surreal underwater world called Auto Trader Land.

In the deep sea of Auto Trader Land, seatbelts become seaweed, crabs scuttling along the seabed are made from hubcaps, and cars float through the water.

The voiceover tells us Auto Trader Land is a "far from ordinary land" where the best new and used cars can be found.

"Isn't that the cat's pyjamas?" it asks.

The ad is supported by online, radio and retail, tied together by the strapline: "The world of cars made easy."

MediaCom is the planning agency.

Credits:

Project: Auto Trader (Trader Media Group)
Client: Matt Thompson, marketing director, Auto Trader
Brief: Reposition Auto Trader as a multiplatform media owner and the destination for consumers wanting car expertise
Creative agency: Hurrell Moseley Dawson & Grimmer
Creative team: Shaun McIraith, Steve Dunn
Planner: Jamie Inman
Media agency: MediaCom
Media planner: Dan Sear
Production companies: Special Guest, 1st Ave Machine
Director: Aaron Duffy
Executive producer: Serge Patzak
Head of production: Hae-Sook Song
Agency producer: Zoe Barlow
Exposure: National TV