Coinciding with the launch of a whole new instant offer experience, we positioned Peddle as the newer, better, awesomer way to sell your car. The challenge was that Peddle had virtually 0 brand awareness. For peddle's first national spot, we needed to creatively explain who Peddle is, what kind of cars they buy, and give people a reason to believe. "Awesomer" embodies all of the intangible things that sets peddle apart, like top tier customer service, seemless logistics, and propriety valuation models. A mouthful sure, but also something people need to experience from the brand rather than hearing it as word vomit over the television.