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RClub begins Joy of Driving campaign

High performance auto-sharing service RClub has begun a new advertising campaign called “Joy of Driving.” Developed by Smaller Agency of Toronto with production from Someplace Nice, the campaign consists of a two-minute video that focuses on the emotional aspects of driving, as well as driving as a form of escape. The creative depicts a father taking a sad boy to a parking lot, where he lets him use a remote control to “drive” a Ferrari. The execution ends with the tagline, “The joy of driving should be shared.”

“Looking at RClub it’s easy to gravitate towards the fast cars and a slick clubhouse, but it’s so much more than that,” says Noah Barlow of Smaller Agency. “They offer a unique family friendly experience to come together over cars and that’s what makes it unique and interesting. We focused on the bonding moments that happen with cars and feel that ultimately it makes a much more interesting and heartfelt spot.”

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