Who: Go Auto and Toronto agency Round.

What: “Let’s Go,” the auto dealer group’s first integrated campaign and the first work from Round client since winning the assignment late last year.

When & Where: The national campaign launched on Monday (Jan. 13) and includes TV, out-of-home and online/social media.

Why: Go Auto’s senior vice-president, Michael Hladun, says the campaign marks the “next phase” of the company’s journey to raise its profile among Canadians. Established in 1996, Go Auto has grown to include more than 45 dealers, 19 brands and more than 11,300 vehicles, accessible through GoAuto.ca.

The ads feature Canadians from all walks of life, showing the central role their vehicle plays in their everyday life.

How: The 30-second anchor spot features multiple iterations of Canadians uttering the phrase “let’s go,” from a pregnant woman informing her partner it’s time to go the hospital, to a son waking his father for hockey practice to a mother exhorting her children to get out of the house on a school day. A series of 15-second ads build on the scenarios featured in the flagship spot.

And we quote: “Go Auto has the right vehicle for every Canadian, at every stage of their lives. It was important that we reinforce Go Auto’s name and show it’s the best place for Canadians to find the right car for them.” — Paul Riss, founding partner, creative director, Round.