Autotrader zips into campaign with 'Cars 3'
The spot is to debut during the NBA playoffs, with subsequent advertising on outlets reaching key demographic groups.
Shopping site Autotrader launched a tie-in campaign with the animated Disney-Pixar film “Cars 3.”
The 30-second ad, released Monday, highlights Autotrader’s search tool. In the spot, stock car Lightning McQueen races along the track as scores of anthropomorphic vehicles cheer from the sidelines.
The ad concludes with the line, “Every car has a personality. Find the one that fits yours at Autotrader.”
The spot is to debut during the NBA playoffs, with subsequent advertising on outlets reaching key demographic groups, such as millennials, Hispanics and families.
Hulu and ESPN Deportes Radio will also support the campaign. Exclusive screenings of the feature-length film for Autotrader employees and customers in select cities are part of the promotional agreement.
The collaboration was a natural fit for Autotrader, Jessica Stafford, Autotrader’s vice president of marketing, said in a release.
Stafford said: “Much like the ‘Cars’ franchise, Autotrader shares a personal connection with people of all ages and at all life stages, and we feel this is reflected in the playful content we developed with the Disney Pixar team.”