Cinch Campaign By VCCP Celebrates Online Car Buying With Certainty

VCCP London debut spot for Cinch features brand ambassador and TV personality Rylan Clark-Neal and TV chef Gino D’Acampo

By creative salon

11 October 2021

Cinch, the online car marketplace, is back with a new brand campaign, promoting the site as the trusted marketplace to purchase a car with complete confidence.

The integrated campaign is the first creative work from VCCP London since winning the business in August 2021.

The campaign debuts the new brand platform ‘Don’t just nail it, cinch it,’ which aims to position Cinch as the only place to buy a car with absolute certainty.

Centred around the feeling of when everything comes together perfectly, the new campaign strapline hooks onto moments when you ‘cinch it’, when you’ve absolutely nailed it in spectacular fashion.

The debut national TV spot 'Meal' features TV personalities including Cinch brand ambassador Rylan who leads the charge, as well as a light-hearted cameo from TV chef and restaurant owner Gino D’Acampo.

The 30” film, directed by celebrated English filmmaker Peter Cattaneo, features a character called Frank who is on the cusp of pulling off a spectacular romantic meal for his partner, having ostensibly prepared it with love himself. As the viewer ultimately finds out, the meal has in fact been prepared (almost) in secret by D’Acampo. The film aims to show customers just how easy it is to buy your new car in equally reliable, certain, and spectacular fashion.

CREDITS

CAMPAIGN TITLE: Don’t just nail it, cinch it

CLIENT: cinch

ADVERTISING AGENCY: VCCP

EXECUTIVE CREATIVE DIRECTOR: Mark Orbine

ASSISTANT CREATIVE DIRECTORS: Rob Spicer, Adam Griffin

HEAD OF ACCOUNT : Victoria Reiz

BUSINESS DIRECTOR: Sam Whiston

ACCOUNT DIRECTOR: Allegra Dowding

SENIOR PLANNER: Sophie Binns

PLANNER: Aman Mundra

AGENCY TV PRODUCER: Izzie Haak