CarMax will make its first national splash in the Super Bowl in February

Article by Christian Andrei, on January 20, 2011

The United States' largest used-car retailer - CarMax Inc. – has two 30-second ad spots for the Super Bowl in February 2011. One ad will run in the second quarter while the other will be seen in the third quarter.

Vice president in charge of creative marketing and advertising, Laura Donahue, was mum on what these spots will be; however, she did say furry creatures won't have quite the starring role they had in the past and she did guarantee the work would be funny, but in a "sophisticated" way. CarMax's previous regional ads for the game have starred animals like prairie dogs and monkeys.

The creative work is being done by CarMax's new agency, Amalgamated, of New York and the force behind the ads is Eric Silver, who became chief creative officer and majority owner of Amalgamated in September 2010. Donahue also talked about the ads with Advertising Age, a sister publication to Automotive News.

She said how CarMax was lucky to get some of the last Super Bowl inventory the Fox network had available and why the company is confident that the media buy will benefit the brand even if it is expensive.

She said the company is interested in utilizing a broader reach for it to be able to explain its customer-service story. She also said that CarMax aims to expand into more markets and to enhance its online presence to make it easier for people to access its products. [via autonews - sub. required]

Topics: carmax, super bowl

If you liked the article, share on:

Comments

Login or Create new account to add a comment!

Recommended

Retired Formula 1 driver Jenson Button has just received his brand new McLaren MSO 675LT Spider. This was confirmed after McLaren Beverly Hills posted a picture on its official Instagram...
by - January 24, 2017
Ford and Toyota have come together in the hopes of standardizing their vehicles’ smartphone integration system. The open-source platform is said to compete with Google Android Auto and Apple CarPlay...
by - January 24, 2017
The race to autonomous driving has been dictated by the need to make the road safer and reduce the incidents of vehicle crashes. Several major carmakers in the world have...
by - January 24, 2017
The Shooting Brake is probably the least rendered body shape in the automotive world. But it’s also the most sought after design among car nuts for its unique, old-fashioned charm....
by - January 23, 2017
Perhaps to make the upcoming Valentine’s day more special, Tinder dating app and Ford UK have cooked up a special blind date for all the single blokes and chicks in...
by - January 23, 2017
Facebook

Youtube Channel

Tip Us
Do you have a tip for us?
Did you film an important event?
Contact us
Newsletter
Subscribe to our newsletter!
Subscribe
Galleries