Cars.com Heads Back to the Big Game With 'Confidence'
January 22 2009 - 3:11PM
PR Newswire (US)
New Super Bowl Ad Showcases How Site Empowers Consumers to Car Shop
With Confidence CHICAGO, Jan. 22 /PRNewswire/ -- Cars.com, the
leading online destination for car shoppers, will debut an all-new
advertisement on Super Bowl XLIII, "Lifetime of Confidence." The
60-second spot, which will air in the second quarter, illustrates
how Cars.com helps shoppers prepare to head to the dealership and
buy a car. The ad builds on Cars.com's "Car Shopping Confidence"
campaign that kicked off last year with two ads on Super Bowl XLII.
The commercial uses the epic life story of fictitious character
David Abernathy to illustrate how even the most confident people
need a little extra help when it comes to car shopping. From
shaking his doctor's hand upon birth and successfully negotiating a
later bedtime at age 3, to saving the class pets from his burning
school and performing surgery at an opera house, the narrative spot
takes viewers through various events in David's lifetime of
confidence. Yet even David is intimidated when it comes time to buy
a car. David's preparations on Cars.com build his confidence so he
can get the perfect car at the perfect price. The ad closes with
Cars.com's tagline, "Confidence Comes Standard." "We wanted to
showcase our confidence message in a big way during the big game,"
said Mitch Golub, president of Cars.com. "Consumer confidence in
car shopping has never been more important, and it speaks to what
Cars.com delivers. We are seeing the largest increase in internet
shoppers in more than a decade, a clear sign of the times. As
consumers are faced with more automotive options and economic
uncertainty, they want to be sure they are making the right
purchase decision, and they are coming online to do their homework.
The Super Bowl gives us the biggest stage in advertising to remind
consumers that Cars.com delivers confidence by providing tools,
credible information and advice that fuel smart new- and used-car
purchase decisions." "'Lifetime of Confidence' is a great extension
of our 'Confidence' campaign," said Carolyn Crafts, Cars.com's vice
president of marketing. "Car shopping can be an intimidating
process, even for the most knowledgeable and confident people.
We're showing that everyone needs to come to Cars.com to prepare
for the buying process." DDB Chicago, Cars.com's agency of record,
created the spot specifically in response to Cars.com's desire to
make confidence the core focus of its Super Bowl presence. "To best
deliver the confidence message in the Super Bowl environment, we
chose to produce a cinematic 60-second spot that would be larger
than life. It tells a great story that gives viewers a little
escape," said Mark Gross, creative director at DDB Chicago.
Following the Super Bowl, Cars.com will surround consumers with its
confidence message on air, in print and online, promoting the
site's credible and easy-to-understand research tools and advice.
Online ads will run after the big game on top sites such as Yahoo!,
ESPN.com, CBSSports.com and YouTube. "Lifetime of Confidence" will
run on leading cable networks, including ESPN, where Cars.com will
continue its sponsorship of ESPN's "Saturday Afternoon College
Football" and "NASCAR Now." The campaign will also get additional
weight from Cars.com's local affiliate network, including leading
newspapers and television stations such as The Washington Post,
Dallas Morning News, Arizona Republic, Los Angeles Times, KHOU
Houston, and The Miami Herald, who will back the campaign locally
in print and online. "The support of our affiliate partners greatly
extends our reach and works to build the Cars.com brand in key
markets nationwide," Crafts said. "We're confident we have a
campaign that builds on the massive success we had advertising in
last year's Super Bowl," Golub said. "The investment we are making
to develop both the Cars.com brand and product will drive more
high-quality, ready-to-buy customers to Cars.com and, ultimately,
to our advertising partners." About Cars.com 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). DATASOURCE: Cars.com CONTACT:
Steve Nolan of Cars.com, +1-312-601-5163,
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