For national auto body repair service provider CARSTAR, thinking about collision repair is just the tip of the iceberg in the new spot “Titanic”. CARSTAR turned to Charlotte-based agency Mythic to bring the brand back with an unexpected, bold idea, in its first campaign since before the COVID-19 pandemic began.
In the tongue-in-cheek U.S. TV ad, directed by We The Grimshaws out of Ruckus Films, the first officer on the legendary Titanic conveniently mentions CARSTAR’s exceptional collision repair services to the ship’s captain one uneventful evening at sea–for no reason at all, of course.
Watch “Titanic” below or HERE, currently airing throughout the US. The commercial accompanies a 30-second ad airing throughout Canada titled “Oh Deer”, HERE.
Facing exceptional customer satisfaction ratings, yet relatively low awareness and recognition, CARSTAR sought to tap into a wider audience with the integrated campaign “If There’s a Collision, There’s CARSTAR”, comprising TV, radio and digital assets. TV commercials will run in 30-second and 15-second formats on cable networks and online streaming, as well as digital and social channels. The campaign will also incorporate radio, streaming audio, print, OOH, social media and digital advertising.
Notes Melissa Kwiatkowski, VP Marketing, “We refer to our CARSTAR network as a family of family businesses, because our locations are locally owned and operated, some even span multiple generations. When customers come to our facilities, they feel confident that these premier repair centers will take care of them and alleviate any stress that comes with auto body repairs. While we have this positive brand association because of our networks exceptional work, we wanted to ensure we boosted that brand awareness so that everyone knows who CARSTAR is and why we have an over 30-year legacy of collision repair excellence. To do this, we refreshed our advertising in a bold way that pulls our brand forward while still highlighting our expertise. Mythic was instrumental in this as a key collaborative partner, as they’re not only experts in this category but understand what is so special about this brand.”
Adds David Olsen, EVP Executive Creative Director of Mythic, “A collision can be a pretty historic event. So knowing CARSTAR wanted an idea that would be memorable combined with the fact that they’re North America’s largest network of collision repair experts, got us thinking about historic collisions that we could recreate in a playful way. The reality is, when there’s a collision, we should all be thinking of CARSTAR–no matter when, no matter where.”
The campaign builds on Mythic’s track record of collaborating with national client partners from its base in Charlotte, North Carolina, where they fuse their founders’ agency and client-side marketing expertise with the creative flexibility of an independent agency.
Founded in 1989, CARSTAR aims to be the premier auto repair service provider in North America, delivering unparalleled customer experience through continuous improvement, innovation, and a commitment to quality. With 35 years of collision experience and over 400+ locations that service the top 10 insurance providers, the company continually earns specialized certifications with over 589 across network today, including the ability to work with ADAS-enabled cars and Electric Vehicles, and frequent use of OEM parts.
CARSTAR’s “Titanic”
Video Source: YouTube
CARSTAR’s “Oh Deer”
Video Source: YouTube
Screenwork Credits:
Client: CARSTAR
VP Marketing: Melissa Kwiatkowski, Senior Marketing Manager: Graeme Eber, Brand Manager: Norm Hay
Agency: Mythic
Chief Creative Officer: Lee James, Executive Creative Director: David Olsen, Agency Producer: Guerin Piercy, Creative Director, Art+Design: Mike Herman, Creative Director, Copy: Mark Fisher, EVP, Strategy & Planning: Rachel Cobb, Director of Strategy & Planning: Caroline Coffin, Planner: Rob Piscitelli, SVP Group Account Director: Leah Sanders, Management Supervisor: Jenna Cardiero, Senior Account Executive: Meg Oxford, Project Manager: Madison Racel
Production Company: Ruckus Films
Directors: We the Grimshaws, Managing Partner: Greg Jones, Head of Production: Sabrina Mossberg
Post Production: Mackcut
Executive Producer: Gina Pagano, Editor: Mike Rizzo, Assistant Editor: Evelyn Chat, Color: Steve Picano, Mix: Sam Schaffer, Conform: Joe Miller
Mythic Studio
Post Production Manager: Denise Toledo, VFX Artist: Parker Littleton, Production Coordinator: Sean Beck
About Mythic
After working together for more than a decade in several client/agency relationships, Lee James and David Soliday joined forces to create Mythic. David grew up on the client side. Lee comes from the creative side of the agency world. These two perspectives – accountability and innovation – foster Mythic’s unique understanding of what a client’s needs are and how best to deliver on them.
By assembling a talented and diverse team from across the country, Mythic is able to provide the kind of strategic thinking, insight-driven ideas and creativity that maximize brand potential today while setting a course for the future.
