Doner Creates TV Spot for Online Car Site

ATLANTA has renewed its sponsorship of ABC’s Monday Night Football for a third year and plans to introduce a new series of ads during the Sept. 8 opening broadcast of the show’s 36th season, the company said.

“We’ve had great success reaching key audiences with Monday Night Football for the past two years and are looking forward to airing our new ad this season,” said Clark Wood, vice president of marketing for the Atlanta-based company. “The show has strong appeal to both men and women and builds upon our large audience of serious car shoppers across the country.”

The deal includes exclusive sponsorship of the post-game report during each broadcast, a presence on ESPN’s NFL Live program and sponsorship of National Football League wild card playoff games in the post-season.

The ad that will be introduced Sept. 8 begins a new series of messages from the company designed to attract more advertising from newspapers. The 30-second spot shows a man putting a “For Sale” sign on his car. A buyer appears almost immediately and changes into about 15 other people, illustrating the wide range of visitors who shop the Web site.

Doner in Southfield, Mich., created the advertising. Doner has been AutoTrader’s agency for the past six years.

The company said it plans to introduce more ads in the series next year.