Cars.com, a North American site focused on information on for buying and selling cars, kicks off its 2011 advertising campaign with two new commercials airing in the Super Bowl XLV. Cars.com will run two 30-second ads during the game, one in the third quarter and one in fourth. 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.
Click on the image below to play the Go First video in YouTube (HD)
Click on the image below to play the Reviews Are In video in YouTube (HD)
Both spots were created by DDB Chicago by executive creative director Mark Gross, creative directors Brad Morgan and Bart Culberson, creatives Pat Burke and Chris Carraway, producer Producer Ashley Sferro, account director Effie Gryfakis, and account supervisor Emily McNieve.
“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.”
Editor was Adam Petrofsky at Rock Paper Scissors with assistant editor Neil Meiklejohn.
Post production was done at The Mill by VFX producer Lee Pavey, VFX shoot supervisors Robert Sethi and Lee Pavey, 2D lead artist Tara DeMarco, 3D lead artists John Leonti, 2D artist Gareth Parr, 3D artists Alex Moaveni, assist Nick Taylor and colorist Damien Van Der Cruyssen.