My Way and AdSomeNoise choose second-hand, without a doubt

Buying a used car still raises plenty of questions for many Belgians. Is the car really in good condition? Has everything been checked? Can I trust it? Research shows that 68% of consumers do not feel sufficiently informed to properly assess a used car, while one in four buyers never receives crucial information about safety, emissions or damage history.

With a new brand positioning and a large-scale awareness campaign, My Way, D'Ieteren Automotive's quality label for certified used cars, aims to remove that doubt. Together with Leuven-based agency AdSomeNoise, the brand sharpened its positioning around what buyers ultimately want most: confidence. The result is a new brand promise that immediately captures what My Way stands for: "My Way. Second-hand without a doubt." In French: "My Way. L'occasion sans hésitation."

That promise is backed by more than words. Every My Way vehicle undergoes a thorough inspection covering more than 100 checkpoints before being reconditioned to an as-new condition for its next owner. That meticulous inspection process became the starting point for the new campaign.

To make the invisible work behind the scenes visible, AdSomeNoise created the world of Mini My Way. Tiny characters each bring a different strength of the brand to life. In this first campaign, miniature mechanics take centre stage. From the windscreen to the back seat, inside and out, no detail escapes their attention. In a playful way, these miniature characters make tangible just how much care, expertise and inspection go into certifying every My Way vehicle.

AdSomeNoise built the entire campaign universe using AI. From character development and visual style to environments, animation and motion, the films were created from start to finish using AI-powered production techniques. This approach allowed the concept to be developed faster and easily scaled across multiple formats, audiences and touchpoints. Only the voice recordings were produced traditionally, in collaboration with Het Geluidshuis.

The national campaign is rolling out across television, BVOD and online video. In Flanders, it appears through TV billboards on the Ads & Data thematic channels, including Play, Play Fictie, Play Actie, Play Reality and Play Crime, as well as by BVOD on VTM GO and VRT MAX. In Wallonia, the campaign runs through TV billboards on La Une, Tipik, La Trois, AB3, ABxplore, LN24 and RTBF Auvio, complemented by BVOD on RTL Play. Nationally, the campaign is also supported through digital video on platforms YouTube, Meta and TikTok.

With this campaign, AdSomeNoise once again reinforces its position as a creative agency that combines strong brand storytelling with digital innovation and technological expertise. Without a doubt.

CREDITS

Client

Brand: My Way

Xin Gao - Team Lead & Head of Growth

Vincent Hallez - Marketing Project Manager

Anne-Roos Vandezande - Marketing Project Manager

Agency

Creative Director: Gert Pauwels

Strategy: Pieter Jadoul

Concept: Tine Poelman, Amèl Amri

Copy: Wout Dujardin

Account Director: Delfien Raymakers

Project Manager: Jan Wittenberg

Media Agency: Space

VO: Het Geluidshuis