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

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