SANTA MONICA, Calif. — December 23, 2013 — Edmunds.com, the premier car shopping destination, will make company history this week when it debuts its first-ever national television ad on Christmas Day. The new spot will air throughout the day during NBA programming on ABC and ESPN, and will remain in regular rotation on several networks through at least the next three months.
"Since 1966, Edmunds.com has firmly established itself as the go-to resource for America's car shoppers, and we built that reputation without spending even a dime on national brand advertising," says Edmunds.com VP of Marketing Michelle Denogean. "This new ad reminds car shoppers that we continue to find innovative ways that promise to make car shopping easier than ever before."
The 30-second "Price Promise" spot offers a light-hearted take on Edmunds.com employees who are truly "car people... driven to make car buying easy." That expertise is articulated by the company's soon-to-be iconic Car Head spokesperson, who literally has a car for a head. Publicis Kaplan Thaler is the creative agency behind the ad, and Universal McCann planned the media buy. The spot is available to view right now at http://www.youtube.com/watch?v=5SijvnZS_7k.
"This break-through campaign turns the concept of a 'talking head ' on its ear, and uses humor to highlight how Edmunds.com employees are trustworthy car people who make the experience of purchasing a car much easier," says Publicis Kaplan Thaler Chairman Linda Kaplan Thaler. "It will get consumers talking about Edmunds.com like never before."
The debut national TV ad campaign actively promotes Edmunds.com's Price PromiseSM, a new way to buy a car that addresses car shoppers' number one unmet need by providing an instant, locked-in price that the dealer will honor. This gives shoppers a convenient and reliable way to know exactly what price they'll pay at the dealership and offers a feel-good, low-stress car shopping experience. Since Price PromiseSM launched nationwide in June, Edmunds.com has received strong positive feedback from both dealers and shoppers. When Price PromiseSM is used, dealers close sales at higher rates and buyers are far more satisfied with their shopping experience.
Car shoppers can learn more about the benefits of Price PromiseSM at http://www.youtube.com/watch?v=xXeqdkKQDwc.
About Edmunds.com, Inc.
Edmunds.com is a car-shopping Web site committed to helping people find the car that meets their every need. Almost 18 million visitors use our research, shopping and buying tools every month to make an easy and informed decision on their next new or used car. Whether you're at the dealership or on the go, we're always by your side with our five-star Edmunds.com iPhone and iPad apps and our Edmunds.com Android App. Our comprehensive car reviews, shopping tips, photos, videos and feature stories offer a friendly and authentic approach to the automotive world. We're based in Santa Monica, Calif., but you can connect with us from anywhere by following @Edmunds on Twitter or by becoming a fan of Edmunds.com on Facebook.