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Super Bowl

Cars.com's Two-Headed Super Bowl Spot

Slightly Creepy Crooner Will Tie to Shazam-Based Charity Effort

By Published on . 1

Advertising Age Player

Cars.com has released the ad it's running during the Super Bowl. It's from DDB, Chicago, and it's a weird one.

While repulsed at first, I quickly found myself drawn to the ad, particularly its song. I'd put it in the genre of "Give Me Back That Filet of Fish" -- which I know is polarizing.

But this is more than an ad. According to the marketer, viewers who use Shazam (the smartphone app that can identify songs' titles and artists) to tag the commercial will earn $1 for one of seven children's charities. The charities are in contention for a $100,000 donation from Cars.com as part of its Cars Cares program. Consumers can vote for their favorite of the seven charities on the Cars.com Facebook page between the airing of the commercial and Feb. 13.

While there aren't prompts in the version of the ad above, a Cars.com spokesman said there will be a prompt to use Shazam in the broadcast version. There will also be a media push before the game, including online advertising and advertising in the Shazam app itself.

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