The Big Match

In late 2018, our client at Cars.com caught wind of a competitor that was planning to run a :30 Super Bowl spot. We were briefed to come up with an idea that would steal their Super Bowl thunder on the infamous "Big Game" budget.

We realized every car in every Super Bowl car ad is available on Cars.com.
Then we realized there are cars in other Super Bowl ads.
In fact, there are lots of cars.
And every single one of these cars are available on Cars.com.
Best of all, if our competitor's Super Bowl spot featured a car? That car would also be available on Cars.com.

Since we had just repositioned Cars.com as a "car matchmaker", we turned the Big Game in to The Big Match.

TL;DR: We identified every car in every Super Bowl ad, then hijacked these brands' Super Bowl ad tweets to promote these cars on Cars.com.