DDB Changes the Subject at Cars.com

CHICAGO Omnicom Group’s DDB here shows people’s cars being transformed as they change their minds while shopping at Cars.com in a new television effort for the online site.

The TV spots are part of a larger effort that will include print and online advertising with the company’s network of newspaper and TV partners, according to a company representative.

Three commercials use humor to convey the site’s ease of use and product variety. In each ad, an online shopper browses the vehicle listings on Cars.com. As he or she changes the style of car they’re looking at on the computer, their car outside is altered to match the screen, to the surprise of unknowing onlookers.

“Only the online car shoppers in each spot remain blissfully unaware of what’s literally happening in the outside world as they click on a multitude of cars until finding exactly the right one,” said Bruce Cascia, an associate creative director at DDB in a statement.

DDB’s “Find the right car for you” continues as the tagline. The campaign will run extensively on ESPN, as well as on other cable outlets such as Discovery, Food Network, TBS, TNT, USA and WGN.

Cars.com is a division of Classified Ventures, which is owned and operated by six media companies: Belo, Gannett Co., Knight Ridder, McClatchy Co., Tribune Co. and the Washington Post Co. Based in Chicago, the Web site spent nearly $25 million on advertising last year, according to TNS Media Intelligence, though the rep said equivalent partnership agreements brought the campaign’s value to about $100 million.