Zambezi Invites Viewers to ‘Shop All The Cars’ for Autotrader

By Erik Oster 

Los Angeles independent agency Zambezi launched a new campaign for Autotrader calling on viewers to “Shop All The Cars” with the car buying site, centered around a broadcast spot running in 30 and 15-second versions.

Crafted to show the impressive selection of the site, the spot unfolds as a whiplash-inducing compilation of faux-ads from a variety of car manufacturers, perfect for illustrating the dizzying array of vehicles offered by the site while capturing millenial viewers’ famously short attention spans. As the spot’s snippets convincingly mimic auto advertising tropes, it proceeds to its “Shop All The Cars” tagline and a promise that “If you can’t find your next car here, you won’t find it anywhere.”

The launch spot makes its broadcast debut today and will be followed a further pair of ads, with the campaign running on primetime, morning and late night programming, as well as NBA on TNT and both ESPN and Fox Spots college football broadcast. The campaign’s digital component includes interactive Facebook Canvas ads with “endless swipeable video loops,” pre-roll ads on Hulu, digital banner ads, homepage takeovers. OOH components will include billboards in Los Angeles, Miami, Atlanta and a “360 degree Times Square Spectacular” in New York.

“Autotrader gives car shoppers the ability of total choice, and so the idea here is to make a statement that crosses boundaries, across all car brands,” said Zambezi chief creative officer Gavin Lester explained in a statement. “Conceptually, ‘Shop All the Cars’ takes an admiring look at classic car advertising tropes and appropriates all of the best, recreating and playing them back to consumers. This campaign is a celebration of the entire industry.”

“We know satisfied selection is paramount when it comes to helping consumers find and buy their next car,” Autotrader vice president, marketing Jessica Stafford added. “With the ability to browse the widest variety of vehicle options all in one place, there’s no reason to go anywhere else. Autotrader is the most complete digital shopping experience for car shoppers, period.”

Client: Autotrader
Agency: Zambezi
Chief Creative Officer: Gavin Lester
Creative Director(s): Ben George, Nick Rodgers
Senior Art Director: Dan Rosenberg
Senior Copywriter: Ashley Milhollin
Head of Content: Alex Cohn
Executive Director of Technology: Justice Erolin
Head of Post Production: Ling Ly
Senior Producer: Andrew Gage
Producer: Nat Bricker
Associate Producer: Caroline Denton
Senior Digital & Print Producers: Ziv Sibony & Eloise Gomez
Group Account Director: Chris Einhauser
Account Director: Danielle Tisser
Account Supervisor: Noelle Belling
Senior Project Manager: Emily Frankenfeld
Group Strategy Director: Ryan Richards
Production Company: Knucklehead
Director: Daniel Barber
Director of Photography: Tim Hudson
Head of Production: Christa Thompson
Executive Producer: Cathleen Kisich
Producer: Jessica Cooper-Carlson
Line Producer: Jill Sartore
Editorial: Cabin Edit Company
Editor: Isaac Chen
Assistant Editors: Lauren Brown
Managing Partner: Carr Schilling
Producer: Michelle Dorsch
Audio: Lime Studios
Mixer: Zac Fisher
Assistant Mixer: Kevin McAlpine
Executive Producer: Susie Boylan
Producer: Kaylan Phungglan
Color Correction: MPC
Colorist: Mark Gethin
Executive Producer: Meghan Lang
Color Producer: Rebecca Boorsma
VFX: Cabin VFX
Flame Artist: Verdi Sevenhuysen
Executive Producer: Carr Schilling
Producer: Michelle Dorsch
Music: Mophonics
Head of Production: Shelley Altman
ECD: Steph Altman