We Buy Any Car campaign announces brand’s ambition to "be more like Phillip Schofield"

Dec. 08, 2017

We Buy Any Car is launching a major advertising campaign starring much-loved celebrity Phillip Schofield.

Created by Brothers and Sisters, the campaign is the agency’s first work for webuyanycar.com since winning the account and launches with a 60-second TV teaser ad that creates a parallel between the ‘nicest man in Britain’, Phillip Schofield, and webuyanycar.com who are striving to make selling your car the nicest experience possible.

Breaking at 19.45 on Friday 8^th December on ITV with the hashtag #SoSchofield, the 60-second spot will be followed by a series of 30-second TV ads in the New Year that star Phillip Schofield in a series of ‘being nice’ situations, supported by an integrated, through-the-line campaign which runs throughout 2018.

The campaign, which unveils the new strapline “So Quick. So Simple. So Schofield.” aims to prompt reappraisal of webuyanycar.com as “the most Phillip Schofield way to sell your car.”

Brothers and Sisters’ opening ad is set at the webuyanycar.com HQ, as staff members prepare excitedly for the arrival of a 14-foot Phillip Schofield statue. The voiceover narrates the statue’s arrival, explaining that everything at webuyanycar.com is inspired by Schofield, the most loved man in Britain…unofficially.

It explains that webuyanycar.com aspires to Schofield’s unparalleled values and outlook on everything, and even if webuyanycar.com provides only half as great an experience as Phillip Schofield, it will still be amazing, whether that’s because you can sell your car in under an hour, because there’s no haggling and no obligation to sell, or because of its staff, who have gained a 9/10 score on Trustpilot.

The 60-second launch campaign will be followed by a series of tongue-in-cheek ads in 2018.  In these ads, viewers will secretly follow Schofield as he goes about his daily life, problem-solving and being lovely to everyone he meets, while webuyanycar.com obsesses over how great he is, and strives to be just like him.

Louise Badham, who led the creative campaign at webuyanycar.com, said:

"The creative marks the start of a step-change for the business, as we move away from our previous creative concept and time-focused messaging. We can’t wait to see how our ‘Phil-osophy’ is received by the British public and are excited to implement all aspects of So Schofield across the business.”

 

Matt Charlton, CEO of Brothers and Sisters, said:

“webuyanycar.com have bought a brave and creative campaign that is incredibly distinctive. We all believe the campaign will give depth, entertainment and emotional engagement to an already hugely well known brand.”