Arni Thor Jonsson Directs Gumtree ‘Piano’ Launch Campaign

Arni Thor Jonsson recently completed the launch TVC for the UK’s largest classifieds website. Shot in various London locations over two days the TV advert tells the heartwarming story of a father who buys his daughter a piano on Gumtree. The viewer is taken on an emotional journey sharing what this could mean for his little girl and showcasing the world of opportunities that are available to her. 

As well as TV and cinema, the campaign will run nationally across VOD, radio, traditional and digital out-of-home, print and online. Created by Fold7, the above the line campaign uses the strapline: ‘Opportunity starts on Gumtree’. The spot will be the first in a series created by the agency and launches with a 30 second TV spot broadcast from Monday 18th January across Channel 4, Five and Sky. It will also appear on cinema screens across the country from Friday 22nd alongside The Danish Girl, In The Heart of the Sea and The Revenant. The ‘Opportunity Starts on Gumtree’ campaign also runs concurrently with Gumtree’s partnership with BT Sport sponsoring the Barclay’s Premier League on BT Sport.

Hannah Wilson, Head of Marketing at Gumtree added:

“We set out to create a campaign that highlights the many opportunities Gumtree enables for people. Our previous campaigns have focussed on the fact that we are local, free and easy. We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values.”