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Diddly-squat - No interest whatsoever

When a automotive dealership's offer is ‘no interest’ on all used cars... we gave them just that. We removed all the interesting things from their usual TV spots – like cars, people and music - and we removed the usual lifestyle photography from the press ads. We even asked the VO to sound disinterested for radio - all whilst maintaining Benfield’s established brand look and feel. As the press ads were for a northern audience we used local slang for extra effect. Did it work? The dealership recorded their best ever weekend sales with one dealership posting a 300 percent rise. All because we did nowt. My role: Concept, copywriting, art direction, direction, edit direction and presenting the concept to 12 reluctant dealership managers who wanted a 'loud shouty' ad.

Project Roles
Copywriter, Creative Director
Art Direction, Conceptual, Copywriting, Creative Direction, Editing
Advertising, Commercials - Broadcast, Commercials - Radio, Scripted TV
Project Industries
Advertising, Automotive
Diddly-squat - No interest whatsoever