NBA Star Kelly Olynyk Avoids Internet Oddballs in Clutch Car Campaign

Clutch, Canada’s first and largest online used car retailer is challenging car advertising with their new campaign in collaboration with the NBA and Toronto Raptor Kelly Olynyk. Clutch is one of Canada’s fastest growing companies, making The Globe & Mail’s list of Top Growing companies for the last three years. Clutch has built their business by helping consumers buy/sell cars while avoiding unnecessary interactions, stressful haggling, and meeting strangers from the internet. 

Developed in collaboration with Mint, 'That’s Clutch' campaign marks the brand’s NBA marketing partnership debut, highlighting Clutch’s brand distinctions and customer experience that makes Clutch a leader in the car-buying category. 

"Our collaboration with Kelly and the NBA represents Clutch’s commitment to brand marketing as an essential tactic for long-term growth” said Dan Park, CEO of Clutch. “We deliver a truly exceptional and differentiated experience to our customers and investing in our brand continues to establish Clutch as a category leader and household name.”

Unlike traditional car ads that showcase product features, Clutch set out to create a brand story that led with the human perspective, reflecting customers' actual experiences. The 'That's Clutch' campaign shows how Clutch offers genuine relief to customers by alleviating the stress of used car buying and selling. Clutch collaborated with Raptors centre and Canadian Olympic team member Kelly Olynyk as a car seller in an awkward uncomfortable meeting with a potential private buyer. Through two narrative spots, the campaign depicts real-life experiences: the relief of selling to Clutch after encountering lowball offers by internet oddballs, and the carefree confidence that comes with a 10-day test drive period for new cars. 

“Car commercials have been the same forever, they either walk through an eye-watering list of product benefits, or show an overly dramatic depiction of a car scaling the rockies at mach speed." said Mark Arvai, director of brand marketing. "As the first challenger brand to enter the used car industry in a decade, we’re excited to deliver a campaign that looks and feels refreshingly different.” 

"Clutch's core audience (25-55 year olds) use online deliveries because they're convenient, but also to avoid uncomfortable interactions, yet when it comes to buying cars, they're still reluctantly dragging themselves to dealerships or meeting strangers in weird parking lots," said Kim Tarlo, executive creative director at Mint. "This campaign presents an opportunity to lead the category through culturally relevant storytelling that rags on the car buying and selling experience today."

The 360 brand campaign will be rolled out in Ontario and Nova Scotia across broadcast, digital, out-of-home, and radio platforms on March 25th 2024.