In a partnership that seems to make sense, at least on paper, since you have a car-related movie on one side, and a car-selling service on the other, AutoTrader has launched a 30-second spot using the characters from Cars 3. While the concept they are using about every car having a personality, so find the one that best matches yours is a good one, the examples in the commercial seem like a bit of a stretch. For example, if you are looking for speed, search for a “V8,” or if you are looking for a motivational vehicle search “cruise control.” Huh?? In this day and age of twin-turbo six-cylinders and turbo fours, this completely defeats the V8=speed premise, and what the heck does cruise control have to do with being motivational.
I think what would have made this better is if they had added some Easter eggs into the Autotrader web site. Mainly because after I showed this commercial to my young son he wanted me to go there to search for Mater or Lightning McQueen, and guess what, 0 hits! As you can imagine, he was extremely disappointed. Come on AutoTrader, you need to take this to the next level!