Things Gradually Come Into Focus in Zambezi’s ‘Your Car Guide’ for Kelley Blue Book

By Erik Oster 

No, that’s not a smudge on your glasses.

Things are a little blurry in Zambezi’s new campaign positioning Kelley Blue Book as “Your Car Guide.”

A series of ads uses an effect making vehicles (and only the vehicles) appear out of focus in order to drive home the point that users don’t have to know exactly what they’re looking for when they start to use Kelley Blue Book.


In the 30-second anthem ad, drivers looking for trucks, electric cars, minivans and more eventually find what they’re looking for from initial requirements as “it needs to fit all the kids, plus the dog” or “it needs to haul everything and then some.”

Another ad, “Outdoorsy,” focuses specifically on SUVs while two others highlight an “Instant Cash Offer” and “Price Advisor” features.

Each spot concludes by citing Kelley Blue Book’s 90 years of experience before ending with the tagline “Your Car Guide.”

The campaign will run across cable,  network and streaming TV formats, as well as on social media.

“Car shoppers often start the shopping process unsure of the exact vehicle they want and are left with a lot of questions about the vehicles they are considering,” Kelley Blue Book vice president, marketing Greta Crowley said in a statement. “Using Kelley Blue Book’s vast expertise and tools helps shoppers ask the right questions, at the right time. Kelley Blue Book empowers car buyers to make clear and confident decisions, resulting in an easier and more satisfying shopping journey.”

Agency: Zambezi
Principal + Chief Executive Officer: Jean Freeman
Chief Creative Officer: Gavin Lester
Creative Director: Nick Rodgers
Senior Art Director: Dan Rosenberg
Senior Copywriter: Ashley Milhollin
Head of Content: Alex Cohn
Executive Producer: Andrew Gage
Producer: Kaitlin Scates
Executive Director of Technology: Justice Erolin
Sr. Digital Producer: Ziv Sibony
Managing Director: Pete Brown
Account Director: Danielle Tisser
Account Supervisor: Alyssa Tigue
Account Supervisor: Carly Ayres
Account Executive: Rachel Lynn
Sr. Project Manager: Emily Frankenfeld
Chief Strategy Officer: Kristina Jenkins
Strategy Director: Eric Tepe

Production Company: Park Pictures LLC
Director: Christian and Patrick
Director of Photography: Jess Hall
Executive Producer: Jackie Kelman Bisbee
Executive Producer: Scott Howard
Line Producer: Michelle Currinder

Editorial: Work Editorial
(Focus and Outdoorsy)
Editor: Cass Vanini
Assistant Editors: Erik Vogt-Nilsen
Executive Producer:
Producer: Brian Scharwath

Editorial: Fin Studios
(Clear and Price Advisor)
Editor: Ling Ly
Assistant Editors: Dustin Mulstay
Executive Producer: Alex Cohn
Producer: Kaitlin Scates
Editorial: Fin Studios
(All spots)
Designer: Matt Jensen
Designer: Jay Blacks
Animator: Ling Li
Animator: Pete Conlon
Animator: Vit Shytnev
Producer: Kaitlin Scates

Audio: Kill The Messenger
Audio Engineer: Ryan Sak
Asst Audio Engineer: Kevin Burns
Executive Producer:
Post Production Supervisor: Sean McDonald
Production Assistant: Hugo Salguero

Color Correction: MPC LA
Colorist: Mark Gethin
Executive Producer:
Producer: Rebecca Boorsma

Flame Lead: Cynthia Lee
Flame Assist: Kathleen Kirkman
Executive Producer: Elexis Stearn
Producer: Susie Cobb

Music Supervision: Mophonics

Composed [and Performed by] Steph Altman