“Quest,” a 30-second spot, consists of a shopper finding his car by viewing some of the nearly 3 million cars listed on AutoTrader.com both online and in person and then choosing the perfect vehicle. The spot is a bookend to one launched on ABC's Monday Night Football in the fall of 2005. It carries the tag line “the smarter place to buy and sell a car.” The earlier spot focused on an individual seller reaching the largest audience of shoppers while “Quest” is more about one buyer searching the vehicle database. Both were created by the donor agency in Detroit and aim to solidify a new brand direction for the company.
“Quest” will feature the voice of actor Christian Slater, which will also be used in upcoming radio spots. AutoTrader.com will air this commercial throughout the NCAA regular season and during March Madness, including the Final Four and the National Championship game.