CarMax to debut new commercials during the Super Bowl

CarMax Inc. will advertise in the 48 markets in which it does business during the Super Bowl on Sunday.

The used-vehicle retailer has prepared 30-second commercials that will be broadcast before, during and at the end of the game. A fourth commercial will be broadcast during that evening's local-news telecasts on CBS affiliate TV stations, Laura Donahue, CarMax vice president of advertising, public relations and communications, said yesterday.

The commercials highlight the company's warranties and guarantees. Donahue said the commercials are new and continue an advertising theme that started last year. The new advertising execution will continue into the spring in all 48 markets.

Donahue said CarMax has purchased local spot advertising during the Super Bowl in prior years, but only in some markets with a CarMax store. “Last year, we were in 14 markets; this is the first time we've been in every market,” Donahue said.

Kevin Fox, CarMax broadcast media manager, said the company made a deal with CBS in New York to purchase time in the 48 markets.


Article taken from Autonews.com