• by OMMA Magazine Writers , September 3, 2010

For its 2010 consumer effort, automotive commerce site AutoTrader.com took a potential negative (the confusing nature of buying a new car) and turned it into a positive (making it an adventure) by simultaneously tapping into the emotional and logical ways people search for a new car. The result was a highly cinematic, CG-generated approach leveraging AutoTrader.com's attention-getting "Hearts & Minds" TV spots, evoking the internal race inside shopper's hearts and minds when looking for a new car. Feeling more like a videogame than a commerce site, Autotrader.com manages to take something prosaic (shopping) and turn it into a thrill ride.