Created by Fold7, the campaign uses the strapline, 'Opportunity starts on Gumtree'. The video tells the story of a father who buys his daughter a piano on Gumtree, focusing on the opportunities this gives her.
It debuts on Monday 18 January on Channel 4, Five and Sky, and in the cinema from Friday 22 January alongside The Danish Girl, In The Heart of the Sea and The Revenant.
The campaign runs concurrently with Gumtree’s partnership with BT Sport to sponsor the Barclays Premier League on BT Sport.
Hannah Wilson, head of marketing at Gumtree, said: "We set out to create a campaign that highlights the many opportunities Gumtree enables for people. Our previous campaigns have focused on the fact that we are local, free and easy. We’re excited to now show the emotional relationship people have using Gumtree, with a beautiful new creative that truly reflects our values."
Earlier this month Gumtree announced its first rebranding since 2000, including a new logo, brand identity and developments across its mobile and desktop channels. Manifest London is handling PR for the brand.