Spoticar unveils a new advertising saga: “Don’t be brave, be smart” and strengthens the bond of trust with its customers

• Europe’s leading used vehicle retailer is strengthening its positioning with a bold and distinctive films series
• Developed for all screens, from cinema to social media, this campaign features a variety of heroes in powerful universes, strengthening affinity with all audiences
• Spoticar emphasizes in this campaign the idea that the key to buying a used vehicle is not bravery, but trust. Thanks to Spoticar’s guarantees, buying a used vehicle becomes a simple, smart, and worry-free decision
  

SPOTICAR, Europe’s leading pre-owned vehicle brand of Stellantis, takes a strategic leap forward with the launch of its new communication campaign, "Don’t be brave, be smart" Developed as part of its LEVEL-UP strategic initiative, this advertising saga aims to further establish SPOTICAR as the go-to reference for customers seeking a smart and worry-free used car purchase.

A campaign inspired by the big screen that highlights confidence
The "Don’t be brave, be smart" series revisits classic cinematic genres and the archetype of the brave hero to highlight that, in reality – especially when buying a pre-owned vehicle – bravery is not what matters most; confidence and reassurance are. While buying used cars is now common, it is still sometimes associated with risks such as lack of transparency or insufficient guarantees — factors that can make the process seem daunting.

That’s why SPOTICAR emphasizes that the key is not bravery, but trust. Thanks to its certified label guarantees (warranty up to 24 months, 24/7 assistance) and the expertise of its certified network, which ensures the systematic review and verification of 100 control points depending on the vehicle before it is put on the market. Buying a used vehicle becomes a simple, smart and worry-free decision.

Drawing from various cinematic styles — from adventure films to epics, and even a special Halloween 2025 horror film — this campaign aims to entertain all audiences while reinforcing the idea that buying a used car should never be a risky challenge, but rather a well-informed decision.

Created and developed by agency 777 (Herezie and Armando Testa) in partnership with production company Very Content (La Pac), the series was directed by Tom Green (Misfits, Monsters 2: The Dark Continent). With his extensive experience in feature films, Tom Green brings a deep cinematic feel to the campaign while cleverly playing with genre conventions.

James Weston, Senior Vice President of Stellantis’ Pre-Owned Vehicle Business Unit, summarizes the campaign: “This saga embodies the unique spirit of the SPOTICAR — a leader that continuously innovates to earn customer trust and recommendations. Visually striking, this campaign grabs attention and generates goodwill while effectively showcasing the reasons to choose SPOTICAR.”
 

A campaign for every screen
Designed for all screens, from cinema to social media, this campaign features diverse heroes in dynamic settings, strengthening audience engagement across demographics. In an era where shared family movie moments are becoming rare, this saga also serves as an opportunity to bring generations together and spark meaningful conversations.

Alexandre Fils, Global Marketing Director of SPOTICAR, adds: “From day one, we aimed to create a saga that speaks to the full diversity of our customers — from first-time drivers to families upgrading their car, in France and around the world. Our guiding principle was simple: build trust. Our motto was clear: If you smile, you remember.”
 

An innovative campaign introducing a new tagline: "Used Cars, Reinvented"
Through this saga, SPOTICAR also introduces its new brand signature: "Used Cars, Reinvented" This slogan reflects its innovative positioning, combining advanced digital expertise, top-tier services, and a strong local presence with over 3,000 certified dealerships across Europe.
 

International rollout starting April 6
Launched in France and Italy on April 6, the "Don’t be brave, be smart" campaign features two films —"The Tomb" and "Viking" —which will be broadcast in 14 countries across Europe and beyond. A third film, "Haunted House" is set for release in time for Halloween 2025.
 

Links to the films:
The Tomb: https://youtu.be/1eBlf5vzJw8?si=e6plMeHAtSwyLZqg
The Vikings: https://youtu.be/r_kTD8T9KDE?si=Ic0bRMDVxDKSZaUK

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About SPOTICAR
SPOTICAR, Stellantis’ pre-owned vehicle brand, certified 890,000 vehicles worldwide in 2024. As a European market leader, it offers a wide range of certified and guaranteed vehicles, supported by a robust digital platform with 36 million users and a trusted network of over 3,000 dealerships in 2024. Committed to quality and transparency, SPOTICAR simplifies the process of buying and selling used vehicles, providing customers with a seamless and reassuring experience.

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