Auto Trader needed to break some pretty hard wired beliefs that they’re a grubby ol’ used car mag. In reality, they had made the transition to brand new car seller exclusively on digital platforms quite some time ago. So to establish them not only as a new car brand, but also a new car brand that understands how anxiety inducing it is to walk into a new car showroom, we created a campaign that needed to be more memorable than anything Auto Trader have been known for before. Enter a flock of car dealers embodied by approx 49 terrifying parrots.