Car dealers writhe and squirm in Carfax ads | Adweek Car dealers writhe and squirm in Carfax ads | Adweek
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Car dealers writhe and squirm in Carfax ads

These Carfax ads by Zimmerman run the risk of seeming dated with their mid-'90s Jerry Maguire-ish "Show me the Carfax!" mantra. And yet, like a pristine '01 VW Bug tucked behind the streamers at the rear of the lot, they exceed the sum of their parts. Taking shots at a tough-to-miss target helps (does anyone like used-car dealers?), as does the notion that Carfax empowers consumers to get the best prices in tough times. The spots are self-consciously goofy, but even that works to their advantage, taking some of the sting out of a process (car-price negotiation) that fills many of us with dread. At first, I cringed at the "car fox" hand puppet and other silly sound-alike jokes, but the repetition does drill the tagline into your head. I've been shouting, "Show me the Carfax!" all morning here at the office, and now AdFreak says I should feel free to work from my Honda Civic. Thanks a ton, Carfax!

—Posted by David Gianatasio

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AdFreak is your daily blog of the best and worst of creativity in advertising, media, marketing and design. Follow us as we celebrate (and skewer) the latest, greatest, quirkiest and freakiest commercials, promos, trailers, posters, billboards, logos and package designs around. Edited by Adweek's Tim Nudd. Updated every weekday, with a weekly recap on Saturdays.

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