Spokesperson Otto Motiv Simplifies the Car Buying Process with CarsIreland

Buying a used car is an often stressful and time-consuming ordeal. Many people care more about a car’s colour or the knowledge it can comfortably accommodate a baby seat than engine sizes, emission statistics or finance.

Over the past year, The Public House has been working on repositioning CarsIreland in Ireland’s car marketplace. The agency ultimately created a positioning which allowed them to speak to a new target audience - an audience who is sick of constantly feeling like they’re on the back foot when buying or selling cars and are actively looking for a more straightforward way to navigate this process. CarsIreland provides that straightforward process.

That repositioning and brand idea has come to life in a new advertising campaign launched today across VOD, radio, OOH, social and digital. It is exemplified through the introduction of Mr. Otto Motiv - CarsIreland’s new spokesperson, Otto is the antithesis of used car salesmen who obfuscate the process, often through a ‘gift of the gab’ a trait usually celebrated in Ireland, but in this instance one that becomes more of a hindrance to the process.

Otto has the kind of be-all, end-all efficiency you just don’t find much in Ireland. He nerds out on handbooks, manuals, and terms and conditions. He absorbs all the ‘boring’ information and simplifies it for an audience who just want to get from A to B, and feel like someone has their back when they feel somewhat vulnerable. Otto is the epitome of what CarsIreland offers.

The campaign, brought to life by Motherland and director Sam McGrath, uses a lo-fi style that lets Otto shine while embracing CarsIreland’s commitment to only help customers without any excess flash or frivolity.

Ger Toher, chief operating officer, mentioned, "Working with The Public House has been a fantastic experience. Their deep understanding of the challenges consumers face in the used car market really resonated with us. With this new campaign, we’re confident that CarsIreland will be able to provide the clear, straightforward support that buyers and sellers are looking for, and we’re excited to see how Otto Motiv will make that journey easier for so many people."

Mikey Curran, associate creative director, The Public House added, “Having recently bought a used car, I recall doing test drives, and kicking tyres, not knowing what I was testing, nor how a tyre should feel on foot. I wish Otto had been there to steer me right. Now more than ever, we all need to feel support. CarsIreland can and will be that support system for many people.”

This work is another example of The Public House’s anti-formula approach to building attention-grabbing work that aligns with their agency’s ‘Boring Doesn’t Sell’ philosophy. The independent creative shop works with a diverse portfolio of ambitious clients including FBD Insurance, EPIC The Irish Emigration Museum, 48 Mobile and Barnardos.