Actor-writer Owen Wilson — the man you know from Wes Anderson’s catalog, Wedding Crashers and other, less notable films — bring his laid-back drawl to the commercial world in a couple of new spots for mobile marketplace TrueCar.
In the first ad above, “True Love,” which debuted during day one of the 139th Annual Westminster Dog Show, Wilson’s voiceover work takes a backseat to man’s best friend as a variety of breeds do what they love best in a car: sticking their heads out the window.
Wilson’s vocal work is limited in “True Love” as the dogs are the rightful stars of the show, but his VO plays a more prevalent role in the campaign’s more brand-focused second spot, “True Thrill” (below).
Regarding Wilson’s hiring and the concept behind the ads themselves (which were created by TrueCar’s Santa Monica-based creative agency Tiny Rebellion), the shop’s CEO/CMO Lucas Donat writes:
“Owen Wilson is the voice of this campaign because he is beloved by a generation that TrueCar is dedicated to serving. The ads are meant to connect the joy of car ownership to the ease of how we can now buy them through TrueCar. The ‘True Love’ spot has a simple premise, dogs love cars as much as we do.”
Along with the TV campaign, TrueCar has also launched a social extension with the hashtag #DogsInCars. Its goal is to encourage donations to related animal charities.