It's Time For Autotrader: Passing Comments

Context

Buying a car is a significant decision, but the thought of getting a new one can start long before someone knows exactly what they want.
Following the launch of ‘It’s Time for Autotrader’ in 2025, Autotrader wanted to build further familiarity and relevance around the platform, strengthening its position as the brand UK drivers instinctively think of when the time comes to start looking for their next car.

The ambition was to build brand fame among out-of-market car buyers by creating a simple, memorable platform that could become instinctively associated with the triggers and moments that prompt people to think about getting a new car.

Connection

Everyone has an opinion.

Especially when it comes to your next car.

That simple observation became the starting point for ‘Passing Comments’, the latest chapter of Autotrader’s ‘It’s Time for Autotrader’ platform.

Developed by IMA, the campaign turns the opinions of friends, onlookers and even enemies into a humorous ‘Autotrader nudge’ — creating a memorable association between those everyday moments and the thought that it might just be time to start looking.

Using dramatic storytelling and a distinctly British sense of humour, ‘Passing Comments’ takes familiar comments and situations and gives them a bigger role in the car-buying journey. At the heart of the creative is the simple platform line ‘It’s Time for Autotrader’ — delivered with a wry smile and designed to build familiarity every time audiences recognise a moment that could trigger thoughts of a new car. And this time, the idea made its way onto the TV screen for the first time.

Working in partnership with Autotrader, Open Partners and STORM+SHELTER, IMA brought the campaign to life across creative development, production and in-house post-production.

The campaign rolls out across TV, BVOD/CTV, OOH, social, digital, radio, podcasts, content creators and YouTube, with 300 premium OOH panels bringing the campaign to audiences across London, Manchester and Birmingham. At the heart of it all remains the thought that started the platform: It’s time for Autotrader.

Impact

‘Passing Comments’ launched on 28 September 2026, marking the first TV campaign under Autotrader’s ‘It’s Time for Autotrader’ platform. The campaign is expected to generate 432.6 million impressions and reach 80% of UK 25–44-year-olds over its campaign period, running across multiple channels until 30 November, before returning in early 2027. But the ambition goes beyond reach.

By turning a familiar human behaviour into a distinctive creative device, ‘Passing Comments’ builds further familiarity into the ‘It’s Time for Autotrader’ platform, helping connect the brand with the everyday triggers that can prompt someone to think about getting a new car.

With its British humour, dramatic storytelling and simple platform line, the campaign gives Autotrader another memorable way to build brand fame and relevance among future car buyers.

Another chapter of ‘It’s Time for Autotrader’.

Another moment that cements the brand.