Gumtree and Fold7 go back into the community to highlight the simplicity of finding 'A car right up your street'
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A campaign by Fold7
Fold7’s latest creative marks the next iteration of Gumtree’s The Neighbourhood’s Good brand platform.
Rising star UK film director Charlotte Regan explores the magic of everyday communities to showcase the deals that can be done on your doorstep, with a character-driven story designed to drive category stand out to support Gumtree’s mission to become the leading motors marketplace
Gumtree, the UK’s biggest buying and selling community, together with creative agency Fold7 has revealed the next phase of its brand platform, The Neighbourhood’s Good. Entitled ‘A car right up your street’, the creative builds on the benefits of shopping locally by focusing on the similarities between people in their local areas. Gumtree has more private motors listings than any other site, so you can find your next second-hand car right around the corner; the creative looks to dramatise that experience.
Set to a spoken word poem, it features a cheeky young boy surveying the everyday interactions taking place across his neighbourhood
The 30” ad is directed by Charlotte Regan and plays to her signature, character-driven visual style.
The main character observes everything from teenagers sat hanging out on the bonnet of a Corsa, a father struggling to whisk his girls off to judo practice, to a mum enjoying a moment of peace whilst cleaning her car. The ad culminates in the everyday interaction between a buyer and seller.
The ad will run across TV from 13th March, debuting during the commercial break of Tipping Point Best Ever Finals and running in slots including ITV’s Ant and Dec’s Saturday Night Takeaway and Coronation Street and Channel 4’s The Windsors and Kirstie and Phil’s Love it or List It. It will be also brought to life through a series of 6” bumpers, running on YouTube, that promote the different benefits of buying and selling on Gumtree. Media has been planned and bought by MediaCom.
Lynsey Love, Senior Brand Manager, Gumtree UK said: “Gumtree has been at the heart of Britain’s circular economy and its communities for the last 20 years, offering a chance to make and save money on everything from couches to cars in a way that benefits both the wider environment and local economies. It was important that this campaign reflected all of that in a really relatable way and we love how naturally this story shows there’s no better way to buy and sell than with those just a stone’s throw away.”
Ryan Newey, CCO, Fold7, said: “The character-driven narrative of this latest instalment of The Neighbourhood's Good feels very distinct from the loud, transactional tone of most car marketplace advertising. Using a child's perspective to observe moments in his neighbourhood and bringing them to life with Charlotte's signature directing style, the creative develops the campaign's authentic representation of communities in the UK and Gumtree's place within everyday local lives.”
Charlotte Regan, Director, Knucklehead, said: “I’ve spent a lot of time going into communities across the UK for a documentary I made recently, looking at those tiny but important interactions that define everyday life, so welcomed the opportunity to capture the charm of the neighbourhoods and the opportunities that lie within them. This film is about trying to capture that magic.”
Credits
Fold7:
Creative Director: John Yorke
Copywriter: David O’Brien
Art director: Chris Bennett
Agency producer: Tash Bedford
Account Director: Miles Woodford
Account Manager: Tia Kulkarni
Strategy Director: Caitlin Evans
Media agency: MediaCom
Gumtree:
Chief Marketing Officer: Hannah Rouch Senior
Brand Manager: Lynsey Love
Knucklehead Credits:
Director: Charlotte Regan
Producer: Francis Mildmay-White
DOP: Molly Manning Walker
Art Director: Agnieszka Debska
Costume Designer: Oliver Cronk
Offline Editing: Marshall Street Editors
Offline Editor: Owen O'Sullivan
Assistant Editor: Craig Stoneham
Edit Producer: S.J. O'Mara
Post-Production: The Mill London
2D Artist: James Pratt
Colour: Tom Mangham
Post-Producer: Aoife Fitzgerald
Audio Post-Production: Grand Central
Sound Engineer: Aaron Taffel
Sound Producer: Molly Butcher
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