The brand campaign is the first done in partnership with Performance Art, Clutch’s creative agency, and is set to run across a mix of broadcast, digital and social platforms.

“For our first brand campaign, we wanted to stay true to the founding story of Clutch. Clutch was born out of our founders’ frustrating car-buying experience, and we know so many Canadians have gone through the same. As Clutch ushers in a new era for automotive retail with a vastly improved solution for buying and selling cars, we wanted to say goodbye to these hot air peddlers and all they represent,” declared Kristen Skelly, Brand Director at Clutch. “We are thrilled to work with the incredible team at Performance Art, who brought our vision to life with their strategic and creative insights.”

A car is the second biggest purchase most people will make in their lifetime, but a recent survey by Clutch found that 76% of Canadian car shoppers said they would rather spend less time at dealerships to find the right car. Clutch was designed with a customer-centric approach by prioritizing quality, transparency, and convenience, and providing customers with a car-buying experience that leaves them feeling confident and excited about their big purchase.

“Inflatable men are an instantly recognizable symbol of the used car dealership and, in turn, of all that is wrong with that experience,” says Colin Craig, Executive Creative Director at Performance Art. “No one leaves a used car dealership feeling good – all the pressure tactics, the sales commissions, the haggling. We want people to realize the possibility of a better, smarter way to buy Second-hand car.”

Craig adds, “We’re proud to have been chosen as creative partners working alongside a company so eager to disrupt and we can’t wait to see what we can accomplish together.”

Following the recent announcement that Clutch has been named the Official Online Used Car Retailer of the NHL®, the commercial will make its broadcast debut during this year’s Stanley Cup® Playoffs.

About the clutch

Clutch, founded in 2016, is a vertically integrated online car retailer for used vehicles in Canada. Clutch aims to deliver an amazing car shopping experience to its customers by providing a premier e-commerce experience to the Canadian used car industry. Visiting, customers can browse a wide selection of high-quality vehicles at low prices and access an end-to-end online shopping experience that includes financing, insurance and seamless home delivery. The clutch provides complete peace of mind, with every car backed by a standard 10 day money back guarantee. Clutch is headquartered at Toronto And service alberta, British Columbia, Newfoundland, New Scotland, New Brunswick, Ontario, Prince Edward Island and Saskatchewan. To learn more about Clutch, visit

About performance art

Performance Art is a full-service agency network that brings together deep data, technology, and a client-centric strategy with highly-awarded creative talent to help brands do the best work in the most creative ways. Performance Art is an independent network of the Interpublic group of companies (NYSE: IPG). Learn more at and follow us on LinkedIn and Instagram (

NHL, the NHL Crest and the Stanley Cup word mark and likeness are registered trademarks and the Stanley Cup Playoffs logo is a trademark of the National Hockey League. © NHL 2022. All rights reserved.


For more information: About Clutch, please contact Laura Gannon at [email protected]; For more information on performance art, please contact Diane Ridgway-Cross at [email protected]


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