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Car ads.

Epic, impressive.

Mountains, rivers, cityscapes.

Every new car gets one.

But what if every second-hand car could get its own moment in the spotlight?, with the help of CHE Proximity and Guilty, has released a new campaign that has made this idea a reality.

From February 20, 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.

“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,” Cordner said.

“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,” Cordner continued.

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.

“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,” White revealed.
Credits Other credits

COO: Andrew Drougas

Head of Design: Jason Young

Technical Director - Product & Comms: Matt Rose

Technical Director - Web & Platform: Hoang Nguyen

Creative Technologist: Andy Stewart

Digital Producer: Sam Bury

Cinematographer: Marin Johnson (Guilty)

PR - Attention+Influence

Creative Partner: Mike Doman

Managing Partner: Simone Pipkorn

Account Director: Fleur Williamson


CMO: Kellie Cordner

Group Marketing Manager: Trudi Sampola

Brand Manager: Jun Lee Sia

Digital Specialist: Caitlin Retell

Development Manager: Luke Bronts

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