Client: CarsGuide.com.au / TVC and Online Video
Art Direction: Lee Jackson
Copywriting: Brendan Shanahan
CarsGuide is Australia’s second-largest online car classified site. As the challenger brand to market-leader CarSales, the smaller company needed to stand out. The branding for CarsGuide took its cue from the relationship between a humourless “Mechanic” and a cheeky customer called “Mr Orange”, named for the font that identifies his voice. Almost all CarsGuide ads play on the relationship between the two characters: the Mechanic makes a statement and Mr Orange offers a punchline. Covering every theme, from app functions to national holidays and current events, these ads appeared in a wide range of print and digital formats.