DriveTime had previously positioned themselves as the used car dealership for those with subprime credit. They approved literally everyone. But, they wanted to elevate their brand to one that was on par with competitors like CarMax and TrueCar. The one thing that sets them apart? They have super smart online financing tools. (Really! Proprietary algorithm stuff.) So, we created a campaign that asks the question: If you don’t buy your car at DriveTime, then how smart are you really?