Ad Nut
Feb 27, 2018

Auto website promises everyone their own personal car commercial (yes, everyone)

Carsales claims its clever campaign by CHE Proximity and Guilty can deliver up to 1.2 trillion unique ads for second-hand cars.

Ad Nut tries to watch all the different videos in each campaign that comes along, but may have to make an exception in this case.

By cleverly combining filmed footage with listing information and photos posted by sellers, Carsales is offering every person who lists their vehicle on its site "their very own big, expensive-feeling car ad".

The appropriately named 'AutoAds' campaign (get it?) uses an algorithm to combine hundreds of filmed scenes and thousands of voiceover clips with the seller-posted information, rearranging the footage with different visuals in a process that could in theory create up to 1.2 trillion variations, according to the agency.

Each seller receives five 40-second ads to choose from and post on their Facebook page, one each under the themes of Adventure, Family, Tough, Luxury and City. Each spot has bespoke music designed by Loner Productions. Comedy director Tony Rogers helmed the filmed scenes, which star actor Kai Smythe.

Here's a small sampling of 20 commercials the agency provided:

Ad Nut is seriously impressed. That the ads all seem to be not merely tolerable but actually enjoyable is quite an achievement indeed.

CREDITS

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
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
Consumer PR Manager: Sarah-Lucy Rice
Digital Specialist: Caitlin Retell
Development Manager: Luke Bronts

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