In the press release issued by TrueCar and ad agency Tiny Rebellion it announced that they will kick off this January a series of spots featuring the voice of American actor and producer Owen Wilson.
The star of such movies like Bottle Rocket (1996), The Royal Tenenbaums (2001) and Night of the Museum franchise has had voice credits since 1999 starting with the movie Heat Vision and Jack. Wilson is best known though for lending his voice in the Cars franchise as the lead Lightning McQueen.
TrueCar is an automotive pricing and information website for car buyers and dealers. Their aim is to provide buyers transparency in pricing, providing users a negotiation-free car buying and selling platform. TrueCar’s Chief Executive Officer and founder, Scott Painter stated, “Our primary focus at TrueCar is to reintroduce trust into the car-buying process. Placing such a distinct and trusted voice behind the TrueCar brand puts automakers in great company and in a position to win with modern car-buyers.”
Lucas Donat, CMO of TrueCar and CEO of Tiny Rebellion told in an interview with Marketing Daily that the campaign is to appeal to the younger buyers. “It’s a love song to automobiles. The idea is to celebrate how much we love our cars and the milestones they mark throughout our lives.” Donat adds that Wilson is the perfect choice for the campaign because of his popularity with Millenials. “He is one of the most celebrated and beloved actors of our time, and he resonates with the burgeoning population of consumers who will be buying cars in a very different way than their parents and grandparents,” he says. “With Owen, the idea is to elevate the fun part of the brand: that car buying can be simple a fair and, quite frankly, fun.”
The TrueCar spots will run both on national cable and online, and will also focus on the TrueCar mobile app.