Autotrader's latest ad takes a different approach to selling cars: it spoofs the kind of PSAs we usually see from charities and NGOs.
"Cold. Alone. Parked. Every year, thousands of cars like these go driverless," beings the earnest voiceover, to scenes of cars sitting in the dark, some covered in snow, backed by tear-jerking piano music. It goes on to tell us that "for only zero cents a day, you can save a car on Autotrader."
While some might find the spoofing in slightly poor taste, the ad, by Zambezi, was created to target a younger audience, promoting Autotrader's "Save Car" tool (which allows users to save listings they're interested in, via their phones.) It' will break on national broadcast during the NBA All-Star weekend coverage on TNT beginning today (Feb. 17). Andrew Gage at Blink and Lucy Tcherniak at Radical Media directed the spot.