Cars.com, a leading resource for buying and selling a car, kicks off its 2011 advertising campaign with two brand new commercials airing in Super Bowl XLV.
This is the site’s fourth consecutive year advertising in the Big Game, delivering its message of “confidence” alongside some of the most recognizable brands in the U.S.
“Advertising in the Super Bowl is a proven investment, which is why we’re returning,” said Mitch Golub, president of Cars.com.
“The massive audience gives tremendous lift to our business, and as we continue to grow Cars.com and our offerings to car shoppers, it’s paramount that we devote our resources to avenues that will continue our trajectory as the fastest-growing brand in our category.”[ Also Read: NFL Players Say Let Us Play; Fans Say Let Them Play ]
Cars.com will run two 30-second ads during the game, one in 3rd quarter and one in 4th. Both spots focus on a core Cars.com offering, expert and consumer vehicle reviews.
The first spot, entitled “Go First,” highlights that car reviews, like other humorous situations portrayed in the ad, provide shoppers with valuable information from others who have gone before them.[ Also Read: Christina Aguilera to Sing at Super Bowl XLV Event ]
The second ad, called “The Reviews are In,” features talking cars and trucks enjoying their own rave reviews on Cars.com.
Both spots were created by DDB/Chicago, the site’s advertising agency of record.[ Also Read: Audi Cries Release the Hounds in Super Bowl Ad ]
“Creating big, cinematic 30-second stories funny enough to get people to talk about and pass along to their friends, was our goal,” said Mark Gross, executive creative director, DDB Chicago.
“We use various memorable characters, from a sassy topless talking sports coupe to a test subject transfigured from teleportation, to trumpet the notion that you can gain a lot of knowledge and confidence from reading expert and consumer car reviews on Cars.com.”
Cars.com is an online destination for car shoppers that offers information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car.
Launched in June 1998, Cars.com is a division of Classified Ventures, LLC, which is owned by leading media companies, including Belo, Gannett Co., Inc., The McClatchy Company, Tribune Company and The Washington Post Company.