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Sports Broadcasting Technology

Cars.com Launches 2011 Advertising Campaign for Super Bowl XLV

January 31, 2011

(SPORTS TECHNOLOGY)

Cars.com, a website for buying and selling cars, has announced a new advertising campaign comprising of two commercials that will air during Super Bowl XLV, being held Sunday, Feb. 6.


This is the website’s fourth consecutive year of advertising during the Big Game. These commercials will enable the company to deliver its message of “confidence” by airing alongside major and recognizable brands in the country.

Mitch Golub, president of Cars.com, said in a release, “Advertising in the Super Bowl is a proven investment, which is why we’re returning. 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 advertisements during the game, one during the third quarter and one in the fourth quarter. The advertisements will focus on Cars.com’s offerings such as expert and consumer vehicle reviews.

The first spot is named “Go First,” and will highlight 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 advertisement, called “The Reviews are In,” will feature talking cars and trucks that are enjoying their own rave reviews on Cars.com. Both spots were created by DDB/Chicago, the site’s advertising agency.

Mark Gross, executive creative director, DDB Chicago, stated, “Creating big, cinematic 30-second stories funny enough to get people to talk about and pass along to their friends, was our goal.”

Gross added that many memorable characters will be featured including a talking sports coupe and a test subject transfigured from teleportation. This will help highlight the idea that people can gain a lot of knowledge and confidence from reading expert and consumer car reviews on Cars.com, he further pointed out.

Cars.com offers car shoppers with information provided by consumers and experts. This helps buyers decide on what to buy, where to buy and how much to pay for a car. It offers price listings, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and also a large selection of new- and used-car inventory. 

Keynote Systems announced a live Webcast and the release of a white paper highlighting the benefits of third-party content monitoring for improved site performance. The live webcast, titled “Is 3rd Party Content Crushing Your Website Performance?” features Jeremiah Wilson, senior user experience manager of Cars.com, and Dave Karow, senior product manager.

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Shamila Janakiraman is a contributing editor for TMCnet. To read more of Shamila’s articles, please visit her columnist page.

Edited by Tammy Wolf