Motorway: Helen’s Car

Motorway, the UK's fastest-growing used car marketplace, has launched a new campaign featuring the biggest car-bidding competition the nation has ever seen. Motorway connects car owners directly with their network of more than 5,000 car dealers. These verified dealers compete to buy each car in a daily online sale, allowing the seller to get a great price and accept the highest offer. All of this happens 100% online, with their car collected from home for free, meaning sellers don't have to compromise between price and a convenient selling process.
Agency: Wonderhood Studios

To bring this to life, Motorway’s new campaign features dealers around the country competing with their best price for Helen’s car. Directed by Traktor of Stink Films, the TV spot opens on Helen completing her car’s profile and entering the car in Motorway’s daily online sale - all done from her smartphone, from home. Once the car is in the daily online sale, the bidding frenzy starts to spread across the nation. Helen’s car becomes the interest of countless dealers, all ‘bidding their best price’ for her car. Even Alesha Dixon is getting involved, interviewing the ‘star of the show’ on the red carpet who upped the previous bid by £500. Fans celebrate the buzz of the competition before Helen manages to sell her car for an even higher price of £15,000, all without needing to leave the comfort of her own home. She simply accepts the highest bid! The film ends with the line ‘Yes, way. Motorway, the way to sell your car’.