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Prism Director Nick Spooner Gets “Lit” in New Campaign for Car Gurus

Fun new 3 spot comedic campaign for Car Gurus just out from director Nick Spooner at PRISM. Enjoy the spots + get more details in the press below.

Online automotive marketplace CarGurus is launching a brand campaign that reassures vehicle shoppers that they don’t have to be car experts, thanks to the company.

The brand’s second mass-media campaign, “Everything You Need to Know,” includes three 30-second TV spots that will air on broadcast and cable television concurrent to national YouTube, Facebook and digital marketing campaigns.

The brand’s first TV campaign achieved its goal of growing brand awareness and interest in CarGurus, said Sarah Welch, senior vice president of consumer marketing.

“We still have significant opportunity to grow awareness for CarGurus but are shifting our focus to helping consumers begin to understand some of the many unique benefits of shopping on CarGurus,” she says.

“Hood,” “Emma” and “Lit,” share the tagline “you don’t need to know much about cars to know everything about a car.” The spots, breaking this week, were designed to show that while not everybody is a car expert, CarGurus makes it fast and easy for consumers to make the most informed car shopping decisions and find great deals from top-rated local dealers.

The campaign will run across a wide variety of programming. “Live sports will be an area of focus as it has performed well for us in the past, but you’ll also see us on news and entertainment-oriented networks,” Welch says. The spots will run through the rest of the year.

“Our core audience is men with a skew towards tech-savvy Millennials,” Welch tells Marketing Daily. “But one insight from our first campaign was that we did quite well on some more female-oriented networks and that women who visit our site are actually more likely to convert. We’ve taken those insights and developed a suite of spots with diverse appeal — a father and adult son, a mixed gender group of co-workers and an uncle of teens.”

The campaign draws attention to key differentiators for CarGurus versus other car shopping sites. The spots highlight that CarGurus has more inventory than any other major U.S. car shopping site, gives cars a deal rating and sorts the best deals first.

Based on last year’s successful results, CarGurus used the same team for the development of the new campaign, partnering with advertising agency Plum14 and director Nick Spooner of Prism and Chirp Films for development and production. Additionally, Ocean Media will again manage the media planning.

“We used humor in our spots, but balanced that with some education on some of our key differentiators from other auto shopping sites, like the fact that we have more listings than any other major site, give listings a deal rating and sort the best deals first to make it fast and easy for consumers to find great deals from top-rated dealers,” Welch says. “In the world of DVRs, commercials need to entertain as well as educate to gain attention from consumers. We believe we’ve struck a nice balance between the two.”

Director Tim Abshire reunites with Roy Skillicorn at SEED

 

Award winning humor, celebrity and storytelling director, Tim Abshire has teamed up with long-time friend, former EP, marketing trendsetter, and owner of SEED, Roy Skillicorn.

Roy Skillicorn is elated that Tim Abshire has come aboard. “Tim’s ability to generate stories that give rise to everything from a smile to riotous laugh-out-loud humor, combined with his jovial, collaborative disposition, and his commitment to excellence is exactly what I was seeking for SEED. What’s more, his work now expands us into the humor genre, which has always been an integral part of my personal brand, ” says Skillicorn.

Tim adds “The first time I met Roy I was blown away. Roy’s superpower is the ability to effortlessly light up a room, but his real talent is sharing that light and making everyone else shine.”

Roy and Tim developed a strong personal bond while working together at Backyard Productions, a company Skillicorn founded. It was there that they developed a successful business relationship that proved highly prosperous and congenial.

Tim is known as the quintessential actors’ director. The innocence and honesty he captures from an actor’s performance, combined with his exquisite timing, allows the resulting humor to be globally relatable, yet specifically fine-tuned and tailored to the client’s demographic needs.

“His strength as a writer enables him to fully articulate his vision in treatments, maintaining an instinctive understanding of the essential goals of a project” adds Seed’s Head of Sales, Jessica Rae Connell. “He’s quick and decisive on set, providing an environment, rich in spontaneity and passion. His timing often relies on hanging on to an engaging awkward pause in the action to catch the viewing audience off guard fostering a hilarious response.”

Traveling the world to hone his craft, Tim has created and directed content for numerous blue chip brands, including Google, Jeep, ESPN, Walmart, PlayStation, Febreze, Volkswagen, Coca Cola and jetBlue, with top agencies domestically and internationally, such as Grey Worldwide, Wieden & Kennedy, Ogilvy & Mather, David&Goliath, and Leo Burnett.

Tim has worked with celebrities as diverse as Drew Barrymore, Chris Rock, Derek Jeter, Ben Stiller, Jeff Goldblum, Dale Earnhardt Jr., Alice Cooper, Triple H and Sheryl Crow. Tim is a highly decorated director with over 30 top industry awards, including 3 Gold Lions, an MTV Moonman Award, Gold Pencils, and numerous Gold winners from Promax, and the Clios.

FFake and John McAfee making anti-virus viral madness with girls, guns, and blow!

We heard yesterday about this crazy John McAfee Video blowing up on the Interwebs.

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Little did we know esteemed client ffake right in the middle of it!