As the country shakily begins to emerge from a winter in lockdown, the possibility of escaping down the open road has never looked more appealing.
The new creative platform brings to life the emotional connection that we have with our cars, offering a fresh perspective on automotive advertising in a category known for its transactional nature.
Sector
AutomotiveThe last year has been a predominantly stationary one for most people as the country bounced from lockdown to lockdown, meaning many people did not stray far beyond their immediate communities. Yet their cars and vehicles remained a source of security.
It’s this reliability that Motors.co.uk have placed at the heart of a new campaign from Brave, ‘A car is just a lump of metal’. The slot reminds us of the emotional connection we have with our vehicles, and with the memories they help us to form.
The campaign comes as part of a new brand platform, ‘Search Less. Live More’, designed to highlight the central role cars place in enriching people’s lives. It celebrates the emotion behind the metal, from family trips to the beach, church weddings and vital conversations between parents and children.
Dermot Kelleher, Head of Marketing at eBay Motors Group, explained: “As we edge closer to regaining our freedoms after this latest lockdown, the creative narrative in this campaign takes on an added significance, with the right car having a positive practical and emotional impact on so many facets of our lives.”
This campaign is a reminder of what freedom looks like, an emotive celebration of the cars that take people anywhere they want to go. As the country shakily begins to emerge from a winter in lockdown, the possibility of escaping down the open road has never looked more appealing.
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