• by Tanya Gazdik , September 22, 2023

Comedian  Kenan Thompson returns to star in new creative from Autotrader, a Cox Automotive company. 

"If You See a Car, Find It on Autotrader," from 72andSunny New York, includes video, digital and social creative.

The creative addresses the main issue for today's car buyers: finding the car they want with pricing to fit their budget.

In the 30-, 15- and six-second spots, Thompson appears in both fictional and real-life settings alongside a variety of new and used vehicles, reminding viewers that every car they see can be found on Autotrader.

Through high-profile media placements and social media content, Thompson highlights the breadth of Autotrader's inventory and budgeting tools, says Ken Kraft, executive vice president and chief marketing officer at Cox Automotive.

"Autotrader's ongoing collaboration with Kenan has been a tremendous success, leveraging his comedic talent and widespread genuine appeal to connect our brand with car buyers of all ages while also leaning into creative and platforms targeted at younger audiences," Kraft says in a release. 

This is Autotrader's second campaign with Thompson, an extension of the brand creative and partnership that launched in 2021.

The previous campaign, "Only One Reason," also from 72andSunny, featured Thompson buying a car from home with Autotrader.

In addition to the TV and digital spots, the campaign also features Thompson in a Q&A series on social media, where Autotrader aims to reach younger car buyers. 

Sitting behind the wheel of a parked vehicle, a place where many content creators film their social media posts, Thompson humorously answers some of the most-asked car-buying questions.