Arni Thor Jonsson Directs Gumtree's Feel-good 'Piano' Launch Campaign
Arni Thor Jonsson recently completed the launch TVC for the UK’s largest classifieds website. Shot in various London locations over two days the TV advert tells the heartwarming story of a father who buys his daughter a piano on Gumtree. The viewer is taken on an emotional journey sharing what this could mean for his little girl and showcasing the world of opportunities that are available to her.
As well as TV and cinema, the campaign will run nationally across VOD, radio, traditional and digital out-of-home, print and online. Created by Fold7, the above the line campaign uses the strapline: ‘Opportunity starts on Gumtree’. The spot will be the first in a series created by the agency and launches with a 30 second TV spot broadcast from Monday 18th January across Channel 4, Five and Sky. It will also appear on cinema screens across the country from Friday 22nd alongside The Danish Girl, In The Heart of the Sea and The Revenant. The ‘Opportunity Starts on Gumtree’ campaign also runs concurrently with Gumtree’s partnership with BT Sport sponsoring the Barclay’s Premier League on BT Sport.
Hannah Wilson, Head of Marketing at Gumtree added: “We set out to create a campaign that highlights the many opportunities Gumtree enables for people. Our previous campaigns have focussed on the fact that we are local, free and easy. We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values.”
“This beautifully composed 30 second commercial for Gumtree has a dad speculating about the chain of events he could trigger by buying a second-hand piano for his daughter. In his mind's eye, the endless practice that follows her delight leads to fame, success and a bright future. He's quickly brought back down to earth but his flight of fancy is really quite charming. Dark Energy's Arni Thor Jonsson has pulled off that extraordinary trick of cramming so much into thirty seconds (without it feeling rushed) that you can't quite see how he's done it. This is something we rarely see on this side of the Atlantic and it's gratifying to know there are UK-based directors who can pull it off. Once in a blue moon, it's lovely to be able to heap praise on a commercial that fits the classic 30" template!” Jason Stone, David Reviews.
Category: Online retailers , Retail and restaurants
Genre: Music performance , People , Scenic , Storytelling