IS IT ROMANCE OR CAR BUYING AT CARS.COM?

New Ad Campaign Promotes Site's 'Matchmaking' Features

By Published on .

CHICAGO (AdAge.com) -- Internet automotive site cars.com today breaks an extensive campaign positioning the Classified Ventures' unit as a matchmaker for car buyers.

8 TV spots
The creative package by Omnicom Group's DDB Worldwide, Chicago, includes eight TV spots and print, radio, and out-of-home executions. All center around men and women speaking about their desires a la a dating service video, only at the end of the tape it becomes clear their dream date is a car.

"Car buying just got fun" is the tagline.

Spending wasn't disclosed, but cars.com spent $1.18 million in measured media during the first five months of 2002, according to Taylor Nelson Sofres' CMR.

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