May the Best Dealer Win in Motorway's Epic Auction Inspired Spot

Motorway, the UK’s fastest growing used car marketplace, has launched a new campaign bringing their unique proposition to life – dealers compete to give sellers a great price.

Motorway connects car owners who want to sell their car with their network of more than 5,000 car dealers. These verified dealers compete to buy each car in a daily online sale, allowing the seller to get a great price and accept the highest offer. All of this happens 100% online, meaning sellers don’t have to compromise between price and a convenient selling process.

To bring this to life, Motorway worked with its retained creative agency Wonderhood Studios, to create a campaign where car dealers compete to offer the best price to sellers. The campaign launches with a TV ad, directed by Us of Academy Films, in which dealers compete to buy cars on epic, larger-than-life calculators. 

The film opens on a family in their living room, with the kids playing on a dance mat in front of the television. Their mother, sitting behind them, is using her phone to sell her car on Motorway and is instantly transported into a vast, imaginary dance arena. Missy Elliot’s iconic dance track, ‘Lose Control’ gradually gets louder, as car dealers take to the stage to compete in a circular dance-off on giant calculators situated around the car. 

One by one, dealers submit their highest bid. The winning dealer with the best price hot-steps his way to win the vehicle and throws his arms up in celebration. The film then transports the viewer back to the living room with the mother effortlessly announcing she has “just sold the car”, while the kids celebrate in unison. The film ends with the line ‘Motorway, the way to sell your car’.

In addition to the TVC, Motorway’s through-the-line campaign includes radio, social and OOH. Media planning and buying was handled by MG OMD.

Lloyd Page, chief marketing officer at Motorway, said, “We have a real focus on innovation at Motorway and are committed to helping our customers sell their cars easily, for the best possible price. As a result, we’ve experienced a record-breaking year to date - we’re now selling up to 1,000 cars a day with a sale agreed every four minutes.   

“We’re confident this new campaign will drive greater awareness, and connect with an even wider audience. It's fun and engaging concept really brings to life the Motorway way to sell your car, where dealers compete to give car owners their best price.”

Aidan McClure, chief creative officer at Wonderhood Studios, added, “What makes Motorway such a brilliant proposition is the fact that dealers compete to buy your car so you get their best price. Our job was to bring this to life in the most creative way possible and by staging an elaborate bid off on giant calculators we’ve managed to do just that.”