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It’s the eternal Super Bowl conundrum: Make a funny ad with people, or make a funny ad with puppies? If you’re CarMax, you do both.
For its first Super Bowl appearance since 2011’s “Kid in a Candy Store,” the auto retailer and agency Silver + Partners have created a game-day spot called “Slow Clap,” along with a Web version called “Slow Bark” that re-creates the ad shot for shot with puppies.
“The task came down to what we could do to get people engaged with the ad in advance of the game,” Laura Donahue, CarMax vp of creative marketing, tells Adweek.
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