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12 March 2020

Local Motive

by Syd Briscoe

Gumtree: “A Car Right Up Your Street” - 30s

This restrained outing from Gumtree encourages car buyers to look local first. Director Charlotte Regan goes for a light touch here, as a young boy delivers a rhyming script which outlines the brand's unique proposition: vehicles nearby, already tested on local streets, easily accessible for the consumer when time is at a premium.

It's the film's laid-back attitude which makes it stand out, as little moments of comedy (such as a nervous, interrupted teenage snog) bring levity to the action. This is bound to appeal to those burnt out on flashier, jingle-heavy ads, and gently suggests the stress of car shopping can be avoided with a few careful clicks.

Creative Agency: Fold7 Ⓟ Ⓦ
Creative Director: John Yorke
Creative: David O'Brien / Chris Bennett
Account Director: Miles Woodford
Account Manager: Tia Kulkarni
Strategy Director: Caitlin Evans
Agency Producer: Tash Bedford
Film Production: Knucklehead Ⓟ Ⓦ
Director: Charlotte Regan ♀ Ⓟ Ⓦ
Producer: Francis Mildmay-White
Cinematographer: Molly Manning Walker ♀
Art Department: Agnieszka Debska
Costume Design: Oliver Cronk
Editor: Owen O'Sullivan @ Marshall Street Editors Ⓟ Ⓦ
Offline Producer: S J O'Mara
Post Production: Aoife Fitzgerald @ The Mill Ⓟ Ⓦ
VFX: James Pratt @ The Mill Ⓟ Ⓦ
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ
Sound Designer: Aaron Taffel Ⓦ @ Grand Central Ⓟ Ⓦ
Audio Producer: Molly Butcher

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