JCT600

JCT600 · Jan 2021

To mark its 75th anniversary, JCT600 presents this commercial spot capturing the evolution of the vehicle selection process. The film bridges the gap between generations, following a young boy playing with a toy car before shifting to family members navigating modern, personalized digital browsing tools on tablets. Produced by AdSmart from Sky, the piece balances intimate, domestic scenes with expansive views of the dealership’s inventory. The visual narrative utilizes clean, live-action techniques and wide-reaching drone footage to showcase the breadth of the current showroom floor, emphasizing the intersection of heritage and modern automotive retail.