The first of its kind, We Buy Any Car had no frame of reference and no awareness. I was tasked with making it a household name and the go to place for anyone selling their motor.
Budget needed to be spent on media for maximum exposure, so the creative needed to be cheap and cheerful.
A TV commercial that cast a local dance group busting moves to an insanely catchy rap cut through the clutter and created a cult following. I even had to go into schools to explain how it was made as the kids had started to sing the soundtrack in the yard. That was a first. On a social note, the ad racked up well over half a million hits on YouTube.