Bad Ad: [Cue "Godzilla" by Blue Oyster Cult] A giant human picks up cars -- smashing dealership windows as needed -- to examine them close up in order to make an educated decision about which one to buy.
My Aditude: This is supposed to illustrate that AutoTrader is changing the way consumers shop for new cars. The bulk of the ad doesn't really show that at all...I understand it's a metaphor, of sorts. At the very end, the Big Guy is shown in front of his laptop searching through the offerings at the AutoTrader Web site. Obviously that's what he's really been doing all along, but the idea doesn't transfer well from the earlier scene (where he's scaring a lot of people half to death) to the online research scene.
Marketing failure: This ad is supposed to attract the attention of drivers who want a new/different car and who are also NFL fans. Maybe if the Big Guy had been wearing a #4 jersey (green or purple) it would have had more appeal. Maybe. ... Nah, it's just too silly.
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