Zambezi, Autotrader Want to Make Car Shopping Exciting

By Erik Oster 

Zambezi launched a new 60-second spot for Autotrader, entitled “One Search.”

The spot follows a similar approach to last month’s “The Journey,” which launched the millenial-targeting campaign for Autotrader. Like that effort, “One Search” shows how one woman’s auto searches change with her changing lifestyle. When she gets a new job, for example, she ups her price range from 10 to 20 thousand dollars. Later on she decides she needs more space and searches for an SUV. Other search changes are a bit flimsier, like when she changes her search color to red after watching a sunset. The spot especially highlights Autotrader’s save search feature, as well as how the service will “let you know when we find the perfect car.” It’s unclear if, like its predecessor, the spot will run in both 30 and 60-second versions, but the 60-second version of the spot feels a bit long and it’s likely the ad would benefit from the shorter runtime. Still, like “The Journey” it does an adequate job at communicating the benefits of using Autotrader in the search for the perfect vehicle.

Vice President of Consumer Marketing: Jessica Stafford

Founder, CEO: Chris Raih
Managing Director: Pete Brown
Executive Creative Director: Josh DiMarcantonio
Associate Creative Director, Art Director: Nick Rodgers
Associate Creative Director, Copywriter: Ben George
Executive Producer: Alex Cohn
Sr. Broadcast Producer: Nathan Nowak
Sr. Digital Producer: Sean Carnage
Account Supervisor: Matt Kline
Chief Strategy Officer: Kristina Jenkins
Junior Strategist: Keely Galgano

Production Company: Skunk
Director: Paul Minor
President: Matt Factor
Executive Producer: Shelly Townsend
Head of Production: Jeanne Stawiarski
Producer: Rachel Curl
Editing House: Zambezi
Editor: Ling Ly
Assistant Editor: Paul Oh
Music: “Changes” by Langhorne Slim & The Law
Music Supervisor: Good Ear Music Supervision
Sound Design & Mix: Juice Studios
Color Correction: Company 3
VFX: Method Studios