8 cars. 13 features. 1 night. We took the most boring automotive category – instructional feature videos – and turned it into an action movie. And got recognized at The Webby’s along the way. With consumers stuck inside during lockdown, yearning for escapism, we gave them online advertising worthy of theaters.
This is the 90 sec trailer if you don't have time for the 6 minute piece.
Below are the full-length 6 min version and the case study for the whole campaign.
We marketed it like a movie, releasing a teaser, trailer, and Motion Movie posters (below), as well as Interactive IG polls. Meta regard it as a benchmark for the auto category. Watch the case study above.
GCD: Me, John O'Hea, ACD/CW: Chris Mead, ACD/AD: Kris Wong