AutoTrader.com, the ultimate automotive marketplace, announced the
release of its new television ad, “Armada.” The ad will be placed in
national media generating over a billion impressions and will also air
on local networks.
“Armada” captures the experience of a couple who are shopping for a car among the more than 3 million listed on AutoTrader.com. An armada of cars speeds through the streets towards their house, but as they narrow their choice, first through make and model, then color, then price, cars peel away. In the final shot, the car that meets their needs, in this case a red Mustang GT, spins into their driveway.
The commercial is fast paced and a fun idea. It’s actually really cool to see all the work that went into making it happen as well. You wouldn’t think the end result commercial would require a camera crew to hang out over the 32nd floor of the LA Bonaventure Hotel! The tagline, “the ultimate automotive marketplace” is used in the spot. The very dreamy Christian Slater, who voiced television and radio spots for AutoTrader.com in 2006, returns as the voice of “Armada.”
"Our new spot communicates AutoTrader.com as the best automotive marketplace by simply showing the sheer volume of cars the site has, but also by showing how easy it is to narrow those down to your perfect car,” said Clark Wood, vice president marketing, AutoTrader.com. "’Armada’ kicks off our aggressive 2007 media buy that will peak during the prime car buying season from spring through fall.”
“Armada” debuted on the NBA on TNT Thursday, January 11th and will continue to air on Thursday nights as part of AutoTrader.com’s marketing partnership with the NBA.