DoneDeal Cars Blends Familiarity with Fancy to Achieve Premium Pronunciation

Circle Content, sister-agency of Boys+Girls, have created a new TV and digital campaign for DoneDeal Cars, repositioning the brand as the confident choice for premium car buyers.

The campaign addresses a key perception challenge: establishing DoneDeal Cars as more than just a marketplace - it's the destination with more cars from more trusted dealers than anywhere else in Ireland, complete with full history checks, warranties, and transparent pricing.

The creative is built on a distinctly Irish insight: the habit of making everyday things sound more continental and premium. Just as Dunnes becomes ‘Dun-nays’ and Kimmage becomes ‘Kim-ahj’, the campaign playfully explores what happens when DoneDeal gets the aspirational treatment - ‘DonéDeâl.’

The spot features two South Dublin women in a car park, where one reveals she purchased her premium car from an "exclusive place" - pronouncing DoneDeal as if it were a continental dealership. The humour comes from the reveal and the relatability of making something familiar sound fancier than it is.

Speaking about the project, Alan McQuaid, managing director of Circle Content said, "DoneDeal came to us wanting to showcase their market-leading position - more cars from more dealers than anywhere else in Ireland - but needed to shift perception with premium buyers. The insight felt very Irish: we're great at making everyday things sound fancier than they are. It gave us permission to be funny while communicating their genuine trust credentials. It's exactly the kind of work we want to be doing - helping ambitious Irish brands tell distinctly Irish stories that actually land.”

DoneDeal Cars said the creative is allowing them to reclaim pride, explaining, “It feels good to proudly play with our iconic Irish brand and market-leading position in the car market. Over the last few years, things have changed on DoneDeal Cars. Today, we have over 2.2m visitors every month to DoneDeal Cars, where the vast majority of cars (over 60,000) are from car dealerships, and our most popular cars are at the higher end of the market - across premium used and brand new cars. However you say DoneDeal Cars, we’re Ireland’s number one place to buy cars from dealerships,” said Elaine Doyle, CMO at DoneDeal Cars.

This is independently verified by research company Human8, and it has been the case over the last number of years that DoneDeal Cars is the number one brand for car buyers in Ireland - three times ahead of its nearest competitor. This campaign is about celebrating that position.

The campaign has launched across TV, cinema, digital, outdoor and social media channels, reinforcing DoneDeal Cars' position as Ireland's leading destination for buying cars with confidence.