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ATLANTA AutoTrader.com launched its latest television commercial last night during the opening round of the National Collegiate Athletic Association’s basketball tournament on CBS.
The 30-second spot, dubbed “Shelves,” maintains the look and feel of previous TV ads, but addresses the car-buying experience by featuring a family actually examining and comparing vehicles listed on the client’s Web site. Doner of Southfield, Mich., created the ad.
“For three seasons of NCAA on CBS, we’ve successfully used televised basketball sponsorships as a highly targeted way to reach an important demographic segment,” said Clark Wood, vice president of marketing at the Atlanta dot-com.
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