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CREATIVE DIRECTION | COPYWRITING
Drivetime, America’s Largest Auto Dealer for people with poor credit, hangs its hat on simply getting their customers approved.
And, for a person with poor credit, that can be a pretty amazing feeling.
In the “Approved” campaign, we set out to show our audience – in a humorous way – exactly what being approved for an auto loan might feel like when you’re down on your luck.
For some, that might mean being thrust into what feels like a celebratory music video complete with your favorite music. Hair metal? Not really my thing personally, but maybe. R&B? I can dig it.
This campaign was one of Drivetime’s first forays into humor – which made the brand feel approachable – and has become a theme the brand has stuck with ever since.