Gumtree "Good finds" by Wieden & Kennedy London

Gumtree has unveiled its new brand positioning with a series of spots hailing the re-commerce site as the home for hidden treasures.

The tongue-in-cheek TV ads take on game shows, mascots, shopping channels and seductive firesides, with each trope cut short with the tagline "good finds".

They will launch over the next two weeks alongside digital activity, and the campaign will run throughout 2021. It was created by Will Lancaster and Jay Daniells, and directed by Jim Hosking through The Sweetshop.

Last April, Gumtree thanked consumers for practicing social distancing with an ad referencing the efforts of frontline workers and the #ClapForOurCarers initiative.

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