Carfax 'Car Fox' Empowers Used Car Buyers And Sellers In Latest 'Show Me The Carfax' Ads

CENTREVILLE, VA--April 19, 2012: Carfax today announced the launch of its newest wave of television ads as part of the national 'Show Me the CARFAX' campaign. The new ads, created in conjunction with Zimmerman Advertising and Hinge Digital, empower everyone to make smarter buying and selling decisions by getting a Carfax Vehicle History Report.

Starring again in all of the ads to deliver the message of smarter used car shopping is the knowledgeable CAR FOX. The spots humorously depict people buying used cars from various types of sellers. They illustrate how Carfax Reports build confidence in the cars people buy but also from whom they buy. CAR FOX issues a friendly reminder for consumers to make an educated buying decision from a trusted seller by just saying 'Show Me the CARFAX'.

"Smart used car shoppers make good buying decisions by consulting the experts first," said Larry Gamache, communications director at Carfax. "An inspection by a qualified mechanic and a trusted Carfax Report is the best one-two punch. We've watched CAR FOX help boost traffic at dealerships and build confidence with consumers everywhere since he became part of the 'Show Me the CARFAX' campaign. We fully expect that success to increase with these latest ads."

CAR FOX helps bring used car buyers and sellers together every day. His years of experience make him a dependable partner for any situation involving used cars. CAR FOX is seen on every Carfax Report, throughout the carfax.com website and mobile app, and at subscribing dealerships, emphasizing the importance of a Carfax Report to the buying process.

"The ads featuring CAR FOX have been wildly successful," said Zevin Auerbach, EVP, Creative Partner at Zimmerman Advertising. "The new series will give fans something to really look forward to. In essence, they're mini-TV shows with a car dealer as a recurring character. The imaginative dealer is constantly trying to out-fox CAR FOX with a series of gimmicks like a 'seal of approval', which is actually a live sea lion. Of course at the end, the customer says 'Show me the CARFAX' as our dealer makes one last humorous attempt to provide an alternative."

The new ads can be viewed at the Carfax channel on YouTube. All of the previous ads from the 'Show Me the CARFAX' campaign also can be viewed on the company's YouTube channel and its website, CarFAx .

"From the word 'action' at the shoot, we knew we were going to be a part of something special," said Roland Gauthier, executive producer at Hinge Digital. "Our goal for CAR FOX is to help make him a memorable and enduring character that builds a deep emotional connection between Carfax and their customers. Helping to bring his message to buyers and sellers has been a blast. I'm excited to see what he'll do next."

Carfax gives free marketing materials featuring CAR FOX to dealers, including an inflatable CAR FOX for Carfax Advantage Dealers. In addition, various assets are available for dealers wanting to leverage CAR FOX and the 'Show Me the CARFAX' campaign in their own advertising.