2C Creative rolled out the red carpet for season 13 of Velocity’s Wheeler Dealers with a promo packed with Hollywood glitz and glamour.

The spot exposes mechanical master Edd China and automotive valuation expert Mike Brewer to adoring fans and paparazzi. The goal in promoting the new season was to celebrate the long-running series’ success by playing up their rock-star status in their new setting of southern California—where an incredibly eclectic car culture thrives.

“After 12 seasons we wanted to acknowledge Mike and Edd’s superstar status in the automotive world and stay true to the series’ format,” said Douglas Lerner, senior director of marketing for Velocity.

To pull off the promo, 2C worked closely with Velocity to transform the Wheeler Dealers workshop into the scene of a quintessential, star-studded Hollywood premiere. Edd and Mike arrive in a classic Corvette as 2C captured their gorgeous ride with an array of shots using the Ultimate Arm, a gyroscopically stabilized jib crane mounted to the top of a Mercedes SUV.

The spot — created in 60, 30 and 15-second versions — is now airing on Velocity and Velocity.com.

“Based on past experience working with 2C, we knew they understood the brand Wheeler Dealers and could help create a promo spot that delivered on our goals,” Lerner said.

Credits:

Velocity

Douglas Lerner – Senior Director, Marketing

Patricia Tong – Creative Director, Marketing

Kelsey Howell – Marketing Manager

Jennifer Wahlquist – Director, Talent Management

2C Creative

Chris Sloan – Chief Creative Officer

Brian Eloe – Director / Creative Director

Robert Armstrong – Director of Operations

Pablo Coig – Editor

Dmitri Zavyazkin – Colorist / VFX Artist

Collaborators

Chuck Ozeas – Director of Photography

Chris Stoerchle – Line Producer

Joshua Stricklin – Production Designer

Cesar Haliwa – Audio Sweetening/Mix

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