Drive.com.au has launched a brand campaign during Nine’s broadcast of the Olympic Winter Games Milano Cortina 2026, using a drive-thru concept to illustrate car buying on its platform.
The campaign uses the drive-thru experience as a metaphor for finding cars on drive.com.au, targeting Australian audiences watching the sporting event coverage.
Creative studio Not Bad Pretty Good developed the concept around Drive’s stated brand purpose of “the joy of discovering the right car.”
“There is nothing more joyful than driving your new car, even if it is someone else’s old car, but the process of buying that car often feels painful,” said Joel Pearson and Craig Brooks from Not Bad Pretty Good.
“We wanted to dramatise how easily Drive helps you find and buy the right car for your needs, right now.”
The campaign launch coincides with Drive’s 30-year anniversary in 2026. Nine’s Olympic Winter Games coverage provides access to mainstream viewers beyond Drive’s traditional automotive readership.
Drive Marketing Director Leonora McEwen said the Olympic broadcast partnership offered an opportunity to reach new audiences.
“Drive has long been regarded as a leading automotive editorial resource for car-buying Australians, who can now also shop for new and quality used cars for sale, all under one roof on drive.com.au,” McEwen said.
The campaign features scenarios including families needing more space and couples requiring vehicle upgrades.
Drive CEO Simon Halfhide said the platform now hosts more than 55,000 listings with marketplace features for vehicle searches.
“We’re more committed than ever to making it easier for Australians to find and buy their next car,” Halfhide said.
The campaign runs across broadcast television, broadcast video on demand, print, radio and digital media. The television commercials were produced by Nine Powered Studios and directed by Jeremy Goodall.
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