Gumtree's heartfelt TV campaign aims to inspire

Gumtree, the classified website, has launched a campaign focusing on the opportunities buying something from its site could provide.

The ad, by Fold7, shows a man looking at a piano on the Gumtree app whilst on a bus with his daughter. He then thinks about what the purchase could mean for his child, possibly taking her to fame.

The campaign follows a rebrand last week and will launch on Channel 4, Five and Sky on Monday (18 January), and in cinemas from 22 January. It will also run on video-on-demand, out-of-home, radio and online.

The spot was created by Ben Ducker who handled art direction, and Lucy Aston who was in charge of copywriting. It was directed by Arni Thor Jonsson through Dark Energy. The7stars handled the media planning and buying.

Hannah Wilson, the head of marketing at Gumtree, said: "We set out to create a campaign that highlights the many opportunities Gumtree enables for people.

"Our previous campaigns have focussed on the fact that we are local, free and easy.

"We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values."