Carbase are a large used motor dealership with showrooms around the South West of England. For this campaign they told me they wanted to go head-to-head with their competitors in the area. Together we identified the main form of advertising for the majority of used car dealers: SHOUTY OFFER-LED MESSAGES.

But we knew better. Rather than hammering radio listeners over the head with noisy ads and rambling Ts and CS, we decided to lead listeners through the customer buying-and-selling journey via a suite of five radio commercials rolling out over the year.

And who better to be the faces (or voices) of these ads than national comedy treasures Joanna Page and Mat Horne, better-known as Gavin & Stacey?

These were great fun to write and record, with Mat and Joanna bouncing off each other and really bringing the brand, and the customer experience of trading used cars, to life.

Celebrity features work in so many ways. They make for instant recognisability and endorsement. Your brand becomes synonymous with a personality people love. And most of all, you get that certain actorly ‘pizzazz’ you just don’t get from a regular studio voice. Crackin’.