DRIVETIME RESCUED!
DriveTime had an established comedic platform and a dry product to announce: an online down payment calculator. The brief was to make a functional tool feel like must-watch content. The answer was a music video parody of E-40's "Choices" that became the most-watched spot in the campaign. Over a million views. Someone made an hour-long fan loop. 38% brand lift. Loved by humans.
VIDEO
“I got a tan from all the 🔥 🔥 🔥 in this video”
“I broke the replay button....”
“I would have bout my car from @DriveTime if I saw that @E40 remix commercial sooner #yup”
“#drivetime hit us with that #e40 #choices remix. Y’all wannabe rappers need ta step ya game up getting surpassed by the TV #MLCRed”
“They are wild. Need to party with them.”
“This is the best one they ever done. The others sucks”