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The online car marketplace Cinch has launched its latest brand campaign on TV, screens, social media and radio.

The campaign is the first creative work of VCCP London, Cinch’s full-service partner agency in the UK, since winning the company in August 2021 and unveils a new strategic direction for the brand. The film premiered over the weekend with premium spots during England’s World Cup qualifier, Celebrity Catchphrase and new drama Angela Black. It will continue with spots during The Great British Bake Off next week and on ITV, Channel 4 and SKY in the months to come.

The campaign launches the new ‘Don’t just nail it, cinch it’ brand platform, which aims to position Cinch as the only place to buy a car with absolute certainty. Centered on the feeling of when everything fits together perfectly, the new campaign slogan hangs on when you “stick together” – when you’ve absolutely got it done.

The first national TV spot “Meal” features iconic TV personalities including brand ambassador Cinch Rylan leading the charge, as well as a light appearance by TV chef and restaurant owner Gino D’Acampo. This introduces a character called Frank who is about to cook a spectacular romantic meal for his partner, having apparently lovingly prepared it himself. As the viewer eventually finds out, the meal was actually prepared (almost) in secret by none other than Gino D’Acampo. The film seeks to convey the feeling that you are not just buying a car online, you are absolutely fleshing it out. By linking online car buying with the success of an exceptionally spectacular date night, cinch aims to show customers how easy it is to buy your new car just as reliably, securely and spectacular.

“Buying a car is a big decision,” said Amy Townsend, senior director of marketing at Cinch. “With our creative new ‘Don’t Just Nail, Cinch-It’ platform, it was important that we deliver the true personality and experience of Cinch, providing the certainty that online car buying can really be an easy way to make your next car purchase. We want to show UK car buyers that they can be sure Cinch understands what they need from their car and the buying experience.

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