Auto Trader to launch £6.5 million TV ad on Boxing Day

Auto Trader, the marketplace for new and used cars, is launching a £6.5 million TV campaign on Boxing Day, drawing on the different ways people look for their perfect car.

The integrated campaign highlights the new features on the Auto Trader website, which are designed to make it easier for consumers to find the right car.

The spot, called "searchers", shows people looking for different things throughout various points in their life.

It begins with a baby taking in its surroundings and ends with a girl finding her perfect car.

The ad concludes with the line, "Creating new ways to help you find your perfect car".

This is complemented with an online video "the spotter" which follows a football scout, who is also a character in the ad. The documentary-style film looks at the way he searches for a car.

The campaign has been created by Isobar and will be supported by a YouTube takeover, social media, mobile and print activity.

Creative direction was handled by Simon Clancy, the group creative director, and Darren Giles, the creative director. Tristan Poulter handled the art direction, and Dave Jennings was in charge of copywriting.

The spots were directed by Joshua Neale and Sam Blair through Smuggler.

Vizeum was responsible for media planning and buying, JJ Marketing handled the B2B marketing, and iProspect took charge of the digital aspect of the campaign.

Jonathan Williams, the group marketing director at Auto Trader, said: "At Auto Trader we understand that car buyers all search in different ways based on their knowledge of cars.

"Deciding what car to buy next can often be a difficult decision for many of us.

"We now offer ways for the unconfident car buyer to find their next car and explore cars they may not of have thought met their criteria.

"We want our campaign to connect with buyers that do and don't know what they are looking for next."