Cars.com has introduced the world to David Abernathy in its Super Bowl 2009 television commercial. The fictitious character, complete with Facebook celebrity profile, is an ordinary guy with extraordinary confidence. But when it comes to buying a car he’s like the rest of us…
David Abernathy was literally born confident. He dove headlong into every challenge and opportunity life presented him, with great success. Whether it was successfully negotiating a later bedtime at three years old, or performing open-heart surgery, in a crowded opera house, with a ballpoint pen. Despite all his confidence he always uses Cars.com when buying a new car. The ad closes with Cars.com’s tagline, “Confidence Comes Standard.” Click on the image below to play the video in YouTube (HD)
“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.”
The Lifetime of Confidence campaign was developed at DDB Chicago by group creative director Mark Gross, creative director Bart Culberson and Brad Morgan, associate creative director/copywriter Jason Karley, associate creative director/art director Galen Graham, agency producer Will St. Clair.
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.”