Autotrader targets consumers aged 25-44 starting car buying journey with new ‘passing comments’ campaign
Autotrader, the UK’s largest automotive marketplace, today launches its latest campaign under the ‘It’s Time for Autotrader’ brand platform. ‘Passing comments’ aims to establish Autotrader as the undeniable destination when drivers aged 25-44 across the UK decide to start looking for a new car.
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 dramatic storytelling, the campaign will 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.
‘Passing Comments’ will run from 27th September 2026 and will feature on linear TV as well as BVOD/CTV. The campaign will also run across social media, OOH, digital and broadcast radio, podcasts, content creators and YouTube. This comprehensive multi-channel strategy is designed to maximise brand awareness and consideration, and is set to generate over 432.6 million impressions with a predicted reach across 80% of 25- 44-year-olds over the length of the campaign. The campaign will air a second time in early 2027.
The outdoor media element of the campaign will reinforce its local presence across London, Manchester and Birmingham, with 300 premium static, motion and programmatic OOH panels spanning roadside, rail and underground environments.
2026 PGM insights [1] 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. As the UK’s biggest, most trusted car marketplace 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.
Rox Nejad, Head of Brand at Autotrader
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.
Ben Ducker, Executive Creative Director, at IMA
Our media strategy for Passing Comments takes a thoughtful approach to meaningfully reconnecting with the 25-to-44-year old core audience. While Autotrader's baseline awareness remains strong, we recognised the need to work harder to earn this audience group's active consideration. Our focus is on appearing naturally across TV, Video, OOH, digital audio, and social media, with a consistent and supportive media presence that meets our core audience exactly where they are.
Angie Elsley, Managing Partner at Open Partner
[1] Cox Automotive data: Car Buyer Journey Study
Follow us on our social channels to keep up with the latest news, insights and company developments.
If you would like to be added to our News & views mailing list, or have any media-related enquiries, please contact our press team:
Looking to join the team?
Looking to make a sale?
Looking to make a purchase?
Sign up to our email alerts service:
Join our news & views mailing list
or submit media-related enquiries:
