Edmunds.com will debut its first national ad on Christmas Day on ABC and ESPN, a 30-second spot that highlights the company's "feel-good" car shopping experience.
Airing daily during NBA programming, the first-ever Edmunds.com television commercial will be seen on several networks during the next three months, said a press release.
Titled "Price Promise," the TV spot showcases Edmunds.com employees, who are "car people... driven to make car buying easy," according to the press release. The ad is already available for streaming on YouTube.
"This break-through campaign turns the concept of a 'talking head ' on its ear, and uses humor to highlight how Edmunds.com employees are trustworthy car people who make the experience of purchasing a car much easier," spokeswoman Linda Kaplan Thaler said in the press release. "It will get consumers talking about Edmunds.com like never before."
The ad campaign centers around the car research and shopping site's "price promise," which is the guarantee of an instant, locked-in dealer price to make the process easier for shoppers. Edmunds.com, which launched the program in June, connects buyers with a specific dealer offering the right price and gives them a personal contact at that dealer.
The site has received good feedback from both dealers and shoppers for the price promise feature
"Since 1966, Edmunds.com has firmly established itself as the go-to resource for America's car shoppers, and we built that reputation without spending even a dime on national brand advertising," Michelle Denogean, Edmunds.com vice president of marketing, said in the press release. "This new ad reminds car shoppers that we continue to find innovative ways that promise to make car shopping easier than ever before."
Based in Santa Monica, Calif., Edmunds.com boasts nearly 18 million users a month.
See Now: OnePlus 6: How Different Will It Be From OnePlus 5?
