Online car retailer Clutch is building on a campaign it launched last year with the Toronto Raptors’ Kelly Olynyk by adding another Canadian basketball player to the mix. This year, Immanuel Quickley (along with Olynyk) is being tapped to help show its customers that buying and selling a car online should be quick and painless.

The campaign imagines a world where Clutch’s tagline, “Sell your car quickly with Clutch” has people believing that Quickley is the new spokesperson for Clutch. He eventually accepts the misconception and adds his personal touch to the brand tagline. The campaign also features Olynyk, who ushers Quickley into the Clutch limelight.

“Most millennials think of selling something online as a painfully slow process dealing with unserious people,” said Mark Arvai, marketing director of Clutch. “While many competitors focus solely on product attributes, we wanted to create a campaign that emphasizes Clutch’s speed, while also incorporating humour and an unconventional approach to brand awareness. This campaign is an opportunity to lead the category through human storytelling to reach Clutch’s audience in a way that will stick.”

According to the brand, the spot builds on Clutch’s association with speed while tapping into the competitive nature of Quickley. The ad is part of an integrated brand campaign that rolled out in Ontario and Nova Scotia across broadcast, digital, out-of-home, and radio platforms on January 26. “Nova Scotia holds a special place in Clutch’s history — it was the first province where we were licensed and the place where the Clutch journey began,” a brand spokesperson tells MiC. “This campaign is a great way to honour our roots while continuing to grow in key regions.”

The campaign, which represents a larger investment than last year, is focused heavily on TV, particularly sports channels, as its customer base tends to over-index in watching live sporting events. In addition, OOH was included as a complementary touchpoint. “Our billboards are strategically placed in locations where people are likely driving, such as high-traffic areas in Toronto, King City, and Halifax,” says the spokesperson. “This relatable context encourages people to think about buying or selling a car while they’re already in one.”

TrueMedia handled the media buy for the campaign and Mint collaborated with Clutch on the creative and strategy.