Two 30-second spots in the "rule the dealership" campaign feature "everyday" people Gary and Lisa, who become the king and queen of the car dealership thanks to Zuto.
They were directed by Harold Einstein through Outsider. Einstein’s previous work includes the "got milk?" campaign for the California Milk Processor Board.
Einstein said: "Every good ad has a simple idea. In this case, the idea was how Zuto can give a person confidence when buying a car. I was smitten with this clarity and the wonderful absurdity of how the script was written."
Katy Lomax, the marketing director at Zuto, said: "Zuto supports customers through the entire car-buying process and our new TV ad fully embodies everything that we are about.
"Our mission is to empower the car buyer so that they can take complete charge of what is one of the biggest purchases they may ever make.
"The teams at Karmarama and Outsider have given us two exciting, funny and bold ads, which we believe will have real cut-through with our customers and help make Zuto a household name."
The ads appeared in primetime slots over the weekend, including during ITV's Slovenia vs England football match on Saturday and Home Fires on Sunday. It will be rolled out across Sky and Freeview channels, including More4 and Film4.
The work was written by Richard Connell and art directed by Clement Woodward.