Autotrader Celebrates the Car Shopping Journey in New TV Commercials

Spots reflect larger shift in how Millennials relate to brands

Sep 04, 2015, 15:00 ET from Autotrader

ATLANTA, Sept. 4, 2015 /PRNewswire/ -- Life happens one car search at a time. That's the core idea behind two new commercials from Autotrader, the most-visited car shopping site. The new spots reflect a shift in how Millennials relate to brands and the car shopping process. According to Autotrader research, Millennials spend an average of 17 hours shopping for a vehicle, with much of that time spent online researching their intended purchase.

"How consumers discover a product is becoming just as important as the product itself," said John Kovac, senior vice president of Marketing for Cox Automotive which owns Autotrader. "While these new commercials embody that principle, that mindset is at the core of our brand and is transforming the way we do business. We believe you can love the experience of searching for your perfect car just as much as finding it."

The first new spot – "The Journey" – follows the mishaps a young man encounters when courting what turns out to be his future wife. The second spot – "One Search" tells the story of a young woman who decides to leave the security of her small hometown to find new career opportunities in the city. Autotrader features like saved searches, text alerts and search filtering are naturally woven into each spot as the characters discover cars to suit the new stages in their lives.

"Cars are more than just things to us, they represent moments and memories," said Josh DiMarcantonio, executive creative director at Zambezi, the creative agency who developed the spots. "We were inspired to show that in these commercials -- they're characters in those crossroads of our lives."

According to Autotrader's Millennial Study, Millennials are more likely than older generations to purchase a new car due to a change in lifestyle. The study also shows Millennials who have experienced life events including getting married, buying a home and becoming parents are more likely to own a car than those who haven't.

"While the commercials portray Millennials, car shoppers of all ages can relate these stories to unique milestones in their own lives," said Jessica Stafford, vice president of consumer marketing for Autotrader. "Whether you're searching for your first car or your fifth, Autotrader is there as a matchmaker to make the journey easier and more fun."

"The Journey" will make its debut Sept. 5 during the CBS SEC Pre-Game show: "Autotrader College Football Today." "One Search" will launch on Oct. 1. To view the ads, visit Autotrader's YouTube channel:

About Autotrader 
Created in 1997, Atlanta-based Autotrader is the Internet's ultimate automotive marketplace. As a leading resource for car shoppers and sellers, Autotrader aggregates millions of new, used and certified pre-owned cars from thousands of dealers and private sellers and provides expert articles and reviews. Autotrader, which also operates the auto marketing brand, is wholly owned by Cox Automotive. Additionally, Cox Automotive owns Kelley Blue Book (®), Manheim Auctions as well as companies that provide a full suite of software tools that help dealers and manufacturers manage their inventory and advertising online: vAuto®, HomeNet Automotive®, VinSolutions®, AIS Rebates™, Genius Labs® , NextGear Capital® and Haystak™. Cox Automotive is a subsidiary of Cox Enterprises. For more information, please visit

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SOURCE Autotrader