Australian automotive portal Carsales has just launched a new ad campaign featuring F1 driver Daniel Ricciardo as the global brand ambassador for the first time.
Launching in time for the 2017 Formula 1 Australian Grand Prix, the ‘Auto-Reply’ video series puts Ricciardo’s car knowledge to the test, by engaging in a Q&A with the public.
Created for Carsales by CHE Proximity, the video series was filmed in Los Angeles in February as Ricciardo prepared for the first F1 Grand Prix of the season.
Ben Birchall, creative director at CHE Proximity told Brandt.com.au he was excited to work with an iconic racing figure like
“It’s not often you get to write for one of Australia’s most engaging sportspeople, particularly when they’re as innately funny as Daniel, so our mantra was to let Daniel be Daniel,” he said.
Kellie Cordner, chief marketing officer at Carsales also said she has been eager to work with Ricciardo ever since he was announced as ambassador in late 2016.
“The light-hearted series showcases Daniel’s authentic, down-to-earth and endearing personality – characteristics that make him the perfect fit for Carsales,” she said.
“The campaign brings together speed, success and innovation, which are key traits that align Ricciardo with the Carsales brand.”