DriveTime had previously positioned themselves as the used car dealership for those with subprime credit. They approved literally everyone.
But they wanted to elevate their brand to one that was on par with brands like CarMax and TrueCar. The one thing that sets them apart? They have super smart online financing tools. (Really! Proprietary algorithm stuff) So, we created this new campaign that begs the question: If you don’t buy your car at DriveTime, then how smart are you really?