Boutique agency Pencil&Pixel has just launched a new TVC for CarsGuide to promote its online car reviews.
The idea for the ad, titled ‘Beyond the test drive’, was developed from the insight that CarsGuide journalists do more than simply drive around the block when evaluating vehicles for a review – they live with the car.
The TVC sees a guy take a car from a dealership for a test drive that ends up lasting a whole week to the bemusement of the dealer. The ensuing test drive showcases the distance and ‘life scenarios’ the car is put through over seven days.
The 30-second ad is a new approach for CarsGuide as its pushes to support a number of recent improvements to the Car Review section of its site.
Glen Knowles, head of marketing and content at CarsGuide, said: “We have invested heavily in our editorial product to make researching a new car easier and more accessible for the in-market car buyer.”
Pencil&Pixel casted CarsGuide journalist Richard Berry to express the Car Review team’s genuine love of cars.
“Creatively, we set out to tell the story of how well tested the review process is, and the idea that our client’s editorial team were approachable experts was very important.” Pixel& Pencil creative partner Andrew Henderson said.
The campaign, shot by Eden Diebel from Visceral, used jump cuts, locked-off cameras and subtle location changes to capture a journey of time and distance in what was a tight shoot schedule.
“Distance, terrain, time and whatever life throws at the car all needed to be captured within a short amount of time,” Henderson said.
Head of marketing and content: Glen Knowles
Marketing manager: Dan Pugh
Senior journalist/ male lead: Richard Berry
Managing partner: Andrew Williams
Strategy partner: Jamie Clift
Creative partner: Andrew Henderson
Writer: Nick Levey
Account manager: Shannan Kelly
Art director: Caitlin Clarke
Finished artist: Mike Wing
Creative director: Skip Waterhouse
Director: Eden Diebel
Executive producer: Christine Koole
Producer: John Kersey