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Clutch breaks new campaign

Online used vehicle retailer Clutch has begun a new campaign called “That’s Clutch” in association with the National Basketball Association. The campaign, developed by Mint, features Toronto Raptors player Kelly Olynyk. It is intended to illustrate how the service reduces the stress of used car buying and selling. The creative includes two executions in which Olynyk attempts to sell a car. The campaign is running in Ontario and Nova Scotia. It consists of broadcast, digital, out-of-home and radio advertising.

“Clutch's core audience [of 25- to 55-year-olds] use online deliveries because they're convenient, but also to avoid uncomfortable interactions,” said Kim Tarlo, executive creative director at Mint. “Yet when it comes to buying cars, they're still reluctantly dragging themselves to dealerships or meeting strangers in weird parking lots. This campaign presents an opportunity to lead the category through culturally relevant storytelling that rags on the car buying and selling experience today.”

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