Cars.com will sit out of the upcoming Super Bowl, ending a streak of consecutive appearances going back to 2008.
The auto classifieds site has used the Super Bowl as a platform to launch new campaigns, most recently rolling out its "All Drive. No Drama" campaign with a spot called "Wolf" during the 2013 game. But it is sticking with the same campaign in 2014, according to CMO Linda Bartman, who said "All Drive. No Drama" is resonating with consumers.
Since Cars.com isn't looking to introduce a new campaign, executives didn't feel it was necessary to spend heavily on the Super Bowl, Ms. Bartman said, citing Geico and Allstate as examples of other brands with consistent, recognizable campaigns that don't rely on the Super Bowl. But Cars.com plans to spend more in total throughout the year, she said.
Cars.com will begin airing new spots in the "All Drive. No Drama" campaign in January.
McGarryBowen in Chicago is the brand's lead agency and worked on last year's Super Bowl creative. Omnicom Group's DDB was previously the lead creative agency on the account, having worked with the company for more than 10 years.
Watch the Cars.com's 2013 Super Bowl spot: