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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 country.
"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."
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. 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.
"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."
Both spots can be viewed by clicking here.
"We use our Super Bowl investment as the launching point for our annual media plan," said Carolyn Crafts, Chief Marketing Officer, Cars.com. "In addition to the Super Bowl, we're also planning a presence during the Academy Awards, and a robust digital and broadcast plan that will take us through the entire year. Our goal is to continue to build overall brand awareness and sustain a high level of attention all year."
Cars.com is the leading destination for online car shoppers, offering credible, easy-to-understand 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. With comprehensive pricing information, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and a large selection of new- and used-car inventory, Cars.com puts millions of car buyers in control of their shopping process with the information they need to make confident buying decisions.
Launched in June 1998, Cars.com is a division of Classified Ventures LLC, which is owned by leading media companies, including Belo (NYSE: BLC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).