Description: CarsGuide, a subsidiary of Autotrader, is an online car marketplace. Research showed that choosing a new car was a complicated task that many consumers dreaded. In response, we offered the tagline “Buy Cars. Sell Cars. Simple”, complimented by a series of animations utilising whimsical visual metaphors, including fish, balloons and birds. These struck an approachable and friendly tone that promised an experience at odds with most people’s perception of buying a car. They ran at 30 and 15 second lengths online and on TV.