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 spots 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