Carro brings back ‘no drama’ ads with royal twist to mark 10 years

Online used car platform Carro is celebrating a decade of being in the car buying and selling game with a new campaign that tracks back to its viral "No drama" ads. The first installment, fully shot in South Korea by Carro’s in-house team, plunges viewers into the Joseon Dynasty, where even the king isn’t safe from schemers trying to rip him off on his ride.

Titled "A king's dilemma", the nearly four-minute film begins with the king’s disciples and queen telling him that his “royal treasure” has depreciated and is damaging his reputation. One disciple offers to buy the treasure to “absorb the loss,” revealing a lowball offer the king reluctantly accepts.

As the king hands over his treasure, revealed to be a car key, his son interrupts the transaction and exposes the scheme. A Carro employee then appears, confirms the car is in good condition, and offers a higher price. The film ends with an on-screen caption, "No drama. Just our best price guaranteed when selling your car."

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This campaign revival comes after the original "No drama" series launched in 2023. The ads use drama clichés to highlight Carro’s promise of a smooth, hassle-free car buying experience with their certified cars. 

The latest ad is running in Malaysia, Singapore, Indonesia, Japan, and Hong Kong. A second installment, set in a Hong Kong crime genre, is expected in June 2025.

"We’ve heard what our customers have said over the last 10 years, that selling their car can be stressful, complicated and long drawn. That’s why we keep our processes transparent and stress-free, and all the drama they see will only be from our ads, no matter whether they’re selling to us or buying a Carro Certified car that is as good as new. Comedy remains a great medium for us to tell our story and we are so excited to be able to deliver our message in a manner that is entertaining and fresh," said Katherine Teo, chief marketing officer at Carro. 

In tandem, Chua Zi Yong, chief operating officer at Carro said, "At Carro, we take pride in setting a new standard of transparency and trust in the used car industry. Our commitment to providing 100% clear quotations and straightforward processes ensures that our customers feel confident and cared for at every step, even if it means appearing at their doorstep." 

He added, "With the understanding that every market is unique, we are deeply committed to delivering the Carro experience in a way that is not only convenient and worry-free, but also truly resonates with what our customers value and need."

Carro is no stranger to quirky campaigns. In March last year, the company released a new Hari Raya film that added a cheeky take on the journey to one’s hometown for the festive season ('balik kampung' journey) with a high-speed car-chase to find Siti.

Titled "Who is Siti?", the spot opens with a mother asking her son to follow an orange car in traffic, triggering a high-speed chase through city road. What seems like a dramatic attempt to reunite with a mystery woman takes a comedic turn when it's revealed that ‘Siti’ is actually the name of the family’s old Honda City, traded in via Carro. The mother recognises the car by its license plate and shares that it holds sentimental value as a memory of her late husband.

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