The Now Way campaign was created to promote a new car selling process conceived by Wellesley Toyota. The majority of everything we buy day to day has a relative fixed price, from a bottle of milk to a TV, and you know when you're getting your money's worth. But cars are a different matter.
Car salespeople are synonomous with sleazy, and the process of buying a car can leave you feeling regretful, drained, and ripped off. Wellesley Toyota set out to change that.
The new process they created is low pressure and easy, and makes the process of buying a car more like shopping for a phone, then haggling at your local flea market.
This ad campaign was created to be juxtaposed with traditional dealership marketing. So instead of pushing cars or the "product," we focused on the telling of Wellesley Toyota's story, and what they are doing to truly make the process better for everyone.