A campaign by Atomic London
heycar, the online car marketplace, has launched its new multi-million-pound ad campaign as the brand seeks to solidify its place in car buyers’ minds.
The multi-channel campaign breaks with a new TV spot. It brings to life just how good buying a car with heycar can feel and features a new owner lip-syncing to Flo Rida’s iconic music track, ‘Good Feeling’.
Tracy Woods, marketing director at heycar said, “For most people buying a car is a big purchase, and while it should be exciting, it’s too often fraught with worry. At heycar we’ve listened to buyers’ concerns and built a proposition and experience that takes the worry away, so they can simply enjoy the ride. This campaign is about landing that message with car buyers across the country and rapidly growing our brand.”
The ad opens on the driver of an Audi from heycar as he climbs in after a long day at work. He flicks on his favourite track on the sound system and begins lip-syncing perfectly to the iconic vocal intro. The lip-syncing is taken up a further notch as he performs Flo Rida’s rapid-fire rapping. The ad ends with the new campaign line, ‘Hey, buying a car never felt so good.’
Dave Henderson, creative partner at Atomic said, “It’s been a dream project, with heycar right from the start demanding we create a highly entertaining, standout launch film and a core idea that would work at every level, in multiple channels.”
Guy Bradbury, creative partner at Atomic continued, “As a creative team, we wanted to push that new car feeling to the extreme, with a showstopping blast of lip-syncing. Working with a huge talent like James, we were able to do just that, and we are thrilled with the outcome.”
The ad was directed by multi award-winning comedy director James Rouse at Outsider, whose famous work includes spots for Marmite and Harvey Nichols amongst many others. The 60 and 40 second spots will be live from 17th August and will be executed across the entire customer journey, with bespoke assets for YouTube, radio, social media, and a media partnership.
This is the first campaign by Atomic London, after winning the creative account in Q1 of this year. Atomic worked with an integrated team to deliver the through-the-line campaign, with Omnicom Media Group’s PHD handling media planning and buying and Democracy managing PR for the brand.
Behind the scenes
The team at Atomic London talk us through how the campaign began, how it all came together with the obvious challenges to production and the lip-syncing process!
Marketing Director: Tracy Woods
Marketing Lead: Katie Wilson
Brand Lead: Olivia Jackson
Agency: Atomic London
ECDs: Guy Bradbury & Dave Henderson
Producer/ Head of film: Raluca Anastasiu
Head of account management: Louise Rudaizky
Senior account manager: Dan Taylor
Production company: Outsider
Director: James Rouse
Producer: Benji Howell
Production manager: Tim Steele
DOP: Alex Melman
Edit house: Work Editorial
Editor: Bill Smedley
Edit Assistant: Rebecca Quinn
Edit Producer: Ellie McNaughtan
Colourist: Paul Harrison
Flame: Jason Watts
Producer: Cheryl Payne
Sound studio: Factory Studios
Sound design and mix: Jack Hallett and Anthony Moore
Audio Producer: Beth Massey
Music supervision: Native
Music supervisor: Dan Neal