• by Tyler Loechner  @mp_tyler, November 21, 2012

DW+H, a Santa Monica advertising agency, this week relaunched the brand of Santa Monica-based auto shopping site TrueCar. The campaign kicked off on November 19 and will continue to January. According to the release, the campaign is budgeted at $7.5 million. It is the first work DW+H has done for TrueCar since their partnership began.

TrueCar allows consumers to study “the Curve,” a “bell curve of actual prices paid for a given car in a given geographic area,” according to the release. By studying “the Curve,” consumers will be more informed when it comes time to actually buy a car.

The theme of the ads is, “Let’s Talk Truth.” A line in one of the commercials is, “If someone paid too much for their car, well, it won’t be you.” According to the release, media placement of the ads will be handled by Anaheim Hills-based Icon Media, and the ads are targeting likely purchasers between the ages of 24-54 with a household income of at least $75,000.