Automotive marketplace Autotrader is aiming to drive home the message that its platform is the “undeniable” destination for drivers aged 25-44 across the UK when they decide to look for a new car in the latest campaign under the “It’s Time for Autotrader” strategy.
“Passing Comments” has been developed by global agency IMA, in partnership with Open Partners on media and Storm & Shelter as a production partner, as well as post-production development from the in-house team at IMA,
The campaign seeks to consolidate Autotrader’s market stronghold and reiterate its position as the UK’s number one destination for car buyers.
Using humour and storytelling, the campaign is designed to nudge car buyers away from the uncertainty and hesitation that gets in the way of looking for their next car.
As with the inaugural campaign in Autumn 2025, the line ‘It’s time for Autotrader’ sits at the heart of the creative idea. The organic growth of the platform last year led to the idea of “Passing Comments”, and this time consumers will hear them from the mouths of normal British folks – friends, onlookers and even enemies – none of whom can resist the urge to give people the Autotrader nudge.
The activity launches this week and will run on linear TV as well as BVOD/CTV. The campaign will be backed by social media, OOH, digital and broadcast radio, podcasts, content creators and YouTube.
The multi-channel strategy is designed to maximise brand awareness and consideration, and is forecast to generate over 432.6 million impressions with a predicted reach across 80% of 25- to 44-year-olds over the length of the campaign. The campaign will air a second time in early 2027.
The outdoor element of the campaign will reinforce Autotrader’s local presence across London, Manchester and Birmingham, with 300 premium static, motion and programmatic OOH panels spanning roadside, rail and underground environments.
Autotrader head of brand Rox Nejad said: “2026 insights found that 71% of buyers entered the process without a clear idea of what they would ultimately purchase. This is where Passing Comments, and the broader It’s Time For Autotrader platform, helps remove analysis paralysis by giving consumers a clear first step on the car-buying journey.
“We wanted to reinforce our credibility as automotive experts to help guide you confidently through the buying process. Through the brilliant narrative and creative from IMA, plus the ambitious media mix with help from Open Partners, we’re able to validate our position as the first port of call for anyone thinking about their next car.”
IMA executive creative director Ben Ducker added: “Since we launched It’s Time for Autotrader this time last year, we’ve known we were onto something good. This ad – much like its predecessor – taps into British psyche in a fun and tongue-in-cheek way. We want to take Autotrader, complete with its existing legacy, to new heights. And, with the addition of a TV ad, we’re back even bigger this time.”
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