Directed by Rose Hackney Barber's Graham Rose, the ads build on the previous "perfect partner
campaign, which has been credited with reversing a declining circulation. It aims to move the brand's positioning on from its traditional association with old cars by instead highlighting its access to nearly new stock.
The Fatal Attraction spoof aims to encourage people to sell through Auto Trader, and demonstrate how easy it is to move on in life with its help by featuring a driver being stalked by his unrelenting car. The hunted driver clutches a toy rabbit, which meets its end in a re-enactment of the famous bunny-boiling scene in Fatal Attraction.
The Seven Brides spoof aims to highlight the fact that Auto Trader carries dealership ads, as well as to target people who have never had the confidence to buy a car off the page, by encouraging them to use Auto Trader to research cars for sale at local dealers.
The spot opens on seven hillbilly brothers lamenting the fact they cannot find partners - but the arrival of Auto Trader ensures each brother gets his perfect vehicle.
Anna Stewart, an account director at Faulds, said: "Through the cars we feature we're trying to educate people about the kind of quality cars you can buy."
The TV ads will run in conjunction with a regional radio campaign, selected outdoor work and press ads, which will run in other Trader Media Group publications.
The campaign was written by Martin Hartley and art directed by Billy Mawhinney. Media planning and buying is through Media Faulds.