A new TV campaign by Propaganda will launch this week for car retailer, The Car People.

The 30” TV ads will begin to air on 10 August and will run intermittently until July 2010 as it aims to build on the hassle free proposition established by the agency and follows research carried out in the Spring that points to the need to help consumers get through the credit crunch by delivering personal service, choice and value.

Propaganda provided the creative concept and the campaign was directed by Simon Green at production company Chief. Media buying is through Mediavest Leeds.

Jonathan Allbones, sales and marketing director at The Car People said: “The car buying market has changed dramatically in the past year. The credit crunch and rising costs of motoring, combined with an increasing awareness of how your car can impact on the environment, led us to adapt our marketing quickly to focus on transparently making the car buying process in this new era as hassle-free and personal as possible.”

Mike Phillipson, director at Propaganda added: “Research has told us that It is more about what customers want in 2009, rather than what they need or what you want to sell to them. Retailers need to deliver to their customers a far more personal experience so the new marketing campaign for The Car People reflects this.”