If you’ve watched Car Fax’s spots featuring their Car Fox mascot and wondered where exactly he lives and how he gets his information (who are you?), Y&R’s new Car Fax spot will leave you one very satisfied, strange individual by answering both of these questions.
Y&R’s new 30 second spot, “Mole” introduces the Car Fox den, which acts as the center of the Car Fox’s elaborate operation (and presumably also his home). It also introduces another animal working in conjunction with the Car Fox and his team to “dig up” accident reports (I think you can guess this one). The spot builds on a character people immediately associate with brand (thanks, puns) to promote its selling points, which makes it easier to overlook its cheesiness. Also, I’m pretty sure fox dens aren’t 100 feet underground, but whatever. Credits after the jump.
Y&R Midwest Creative Credits
Chief Creative Officer: Bill Cimino
Copywriter: John Doessel
Art Director: Dane Canada
Executive Agency Producer: Brian Smego
Producer: Cary Potterfield
Framestore Creative Credits
Creative Director/Director - Ben West
Senior Producer - Tram Le
Live Action Producer - David Hay
CG Lead - Jamie O’Hara
Character Design - Callum Mckeveny
Editor - Brett Nicoletti
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