Canadian online car retailer Clutch has found its voice in a new campaign designed to highlight both the buying and selling sides of its business.

The new campaign is the next step in brand-building efforts that Clutch began “about two years ago,” Whitney Bell, VP of marketing for Clutch, tells strategy. After focusing primarily on performance marketing, the brand made the switch so that it could better build awareness about its value proposition as a disruptor in the marketplace.

The brand’s research showed that 76% of Canadian car shoppers would prefer to spend less time visiting dealerships to buy or sell a car – which is why early efforts worked to build awareness of how the Clutch experience differs from the typical car dealership.

Now, Bell says, the brand feels it has arrived at a point where its business model “resonates with customers,” citing its more than 1,700 5-star Google reviews, as well as an average Net Promoter Score of over 80. Hence, “it feels like a natural time to evolve our brand voice,” she adds.

Enter the new campaign, “That’s Clutch,” which is running across a mix of broadcast, digital and social, developed by the brand’s in-house team alongside Toronto-based director Michael Pugacewicz. Featuring two key spots that highlight the buying and selling sides of the business, the campaign brings a light and comedic tone to what is often the second-biggest purchase a Canadian will make in their lifetime.

On the buying side, the spot highlights one of the brand’s key differentiators: its 10 day money-back guarantee, which Bell compares favourably to the much shorter test drive offered by a more conventional dealership. This is because the test drive question often comes up with new customers, she says, and the brand “realized this was a barrier for some customers since a car is such a large purchase.”

On the selling side, the spot was informed by the key insight that most options for selling a car are inconvenient, Bell explains. “You either have to spend time haggling with a stranger or spending time and money securing a Carfax report, detailing your car, et cetera,” she says. “By selling your car to Clutch, the process is extremely quick and simple.”

While the brand is “focused on building a car buying and selling experience that is open and accessible to everyone,” Bell says, the campaign speaks most to its core customer base, which “tends to skew toward early adopters.” It launched today and will be running until Sept. 7.