Carwow Highlights Why It’s the Small Things That Can Be Genuinely Life-Changing

Carwow, the online car changing marketplace, has launched a new campaign to drive awareness and reinforce its new brand and proposition that consumers can both buy and sell cars on its site.

The TV spot marks independent creative agency Impero’s first work for Carwow, following Carwow’s recent rebrand and investment, and will run in the UK from 23 September to 27 October.

The ad will resonate with anyone who’s ever owned a car, and illustrates the campaign’s message that the small things can be genuinely life-changing when it comes to changing your car.

It tells the story of a man struggling to parallel park outside his partner’s parent’s house, as his father-in-law watches disapprovingly - a nightmare scenario to strike fear into the hearts of the many drivers who hate parking before an audience, or just hate parking full stop.

However, parking then becomes a dream when he sells his old wheels and buys a new car, all seamlessly done through Carwow, and his new model has parking cameras which see him pulling up to the kerb flawlessly - getting the thumbs up from his dad-in-law in the process. With the tagline “Car-change? Carwow”, the campaign highlights how even the smallest bells and whistles on a car when you trade up can be life-changing, and that people using Carwow’s trusted services can change their car with confidence.

The film was directed by Matt Rendell through Treehouse Films.

The new platform kick-starts the next phase of Carwow’s growth journey with the aim of increasing brand awareness and consideration, and follows 18 months of evolving the business into being the go-to destination for changing cars.

Michael Scantlebury, founder and ECD at Impero, said, “The team at Carwow came to us with a challenge we relish – create fame and glory for a challenger brand, in an incredibly crowded marketplace. The TV spot marks the first time that Carwow is doing a big push of their ‘car-changing’ positioning and firmly sets the brand up as the car-changing marketplace for life-changing moments.”

Meghan Sinclair, brand and communications director for Carwow, commented, “Carwow is on a mission to shake up the way we change our cars and we are thrilled to deliver a new creative platform this year, which speaks to our end-to-end car-changing abilities for the first time. Impero’s attitude, work and values were a great match for us.”

The TV ad, which will run in the UK from 23 September to 27 October, features Carwow brand ambassador Mat Watson and will air on more than 100 Sky channels including Sky Sports, Sky Cinema and Sky Atlantic, spanning major live sports events and prime time entertainment to maximise exposure. It’ll also feature on national radio plus Carwow’s world-leading social media channels including YouTube, Facebook, Instagram and TikTok with a combined reach of over 11 million consumers, as well as other digital channels including customer communication to a database of 2.5 million subscribers.

Impero’s appointment to create the campaign followed a competitive pitch process run by AUFI.