SANTA MONICA, CA — August 23, 2022 — The car shopping experts at Edmunds have helped millions of consumers buy and sell cars for more than 50 years, and amid unprecedented automotive market conditions, the brand is leaning into the opportunity to help millions more. Edmunds today unveiled two new ad spots as part of an ongoing brand marketing campaign that the company has been leading across connected TV, online video and YouTube since January of 2022. Embracing the tagline "We Drive It Like It Is," a riff off the idiom "we tell it like it is," the campaign spotlights Edmunds' reputation as an unbiased guide for car shoppers and resource for free car buying and selling tools online.
"The need for trusted consumer automotive guidance has never been greater as car shoppers struggle to navigate major market challenges such as record high prices, rising interest rates and limited inventory," said Alison Steinlauf Anziska, Edmunds' vice president of marketing. "As a legacy brand bent on a mission to empower car shoppers, our tools have only grown more relevant in today's market. Edmunds' opportunity is to reach wide-ranging consumer audiences across strategic channels to inform them of all the resources we have to offer."
The new ad spots titled "Adventure Calls" and "Americana" parody familiar tropes utilized in today's car commercials as an opportunity to reintroduce Edmunds as a behind-the-scenes guide through the car shopping journey. The spots were directed by and developed in collaboration with Hannah Levy, a director at creative production partner Tool. Levy first partnered with Edmunds by directing the original two ad spots that Edmunds launched at the start of the year. Her extensive directing experience includes working as a shorts director for NBC's "Saturday Night Live."
"I was thrilled at a second opportunity to collaborate with Edmunds on this campaign," said Levy. "Car commercial tropes are begging to be parodied. I sought to capture the exaggerated nuances of the genre and turn them on their head."
"Consumers have come to expect the sexy, glossy or even rugged portrayals of products in car commercials," said Anziska. "Using the element of surprise, Edmunds is disrupting these expected tropes to lightheartedly remind viewers that we're also here to help them through the less glamorous process of buying or selling a car. We were thrilled to work collaboratively with Hannah and have her in the director's chair to help guide and communicate our brand message in a relatable, humorous and memorable way."
Both spots will run through 2022 and beyond across YouTube and connected TV and online video properties including NFL, Fox, NBC, DirectTV, EyeQ, OTT Advisors, Telaria and more.
Initial creative platform development and support for the brand campaign was provided by The Martin Agency.
Edmunds guides car shoppers online from research to purchase. With in-depth reviews of every new vehicle, shopping tips from an in-house team of experts, plus a wealth of consumer and automotive market insights, Edmunds helps millions of shoppers each month select, price and buy a car with confidence. Regarded as one of America's best workplaces by Fortune and Great Place to Work, Edmunds is based in Santa Monica, California, and has a satellite office in Detroit, Michigan. Follow us on Twitter, Facebook and Instagram.