CarMax: Cars of the Animal Kingdom

CarMax had a really specific problem: they needed to sell more Jeep Wranglers, Nissan Rogues, Honda Accords, Honda Civics and Toyota Tacomas.

And they wanted to talk to young people who weren’t expecting a message about used cars.

So instead of focusing on the cars, we focused on our audience. They spend a looooot of time on YouTube, watching cute animal videos.

We attached these unexpected pre-roll to the animal videos our audience was already watching, and made an ostrich’s dreams come true.

Art Director: Jamie Steentofte
Creative Directors: Jordan Eakin, David Sloan