automotive

Dax Shepard Ponders Which Car Color Makes His 'Shoulders Look Wider'

Used-car sales app Carvana is premiering a commercial featuring Kristen Bell and Dax Shepard, the actor couple who have been starring in the company’s spots since 2023.

 “Which color makes my shoulders look wider?” asks Shepherd, showing Bell the same car in two different hues. “The blue one?” she answers, a bit tentatively. “Cerulean!” he says definitively.

The focus is on Carvana’s convenience and ease of use and the couple’s relationship.

“Kristen and Dax’s comedic chemistry captures what makes Carvana unique: a stress-free car-buying experience tailored to everyone’s style,” said Ryan Keeton, Carvana’s co-founder and chief brand officer, in a release. “Whether you’re quick to decide like Kristen or a meticulous researcher like Dax, Carvana’s tools empower all of our customers to confidently find the right car, their way.”

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Developed by Carvana's in-house creative team, the spot shows Shephard obsessing a bit over the decision -- “Honey, torque or horsepower? I vote torque” – in a room whose walls are spotted with many, many Post-Its. Eventually, both independently choose the same vehicle  -- “Great minds!” enthuses Bell.

The campaign will be running on broadcast nationally and online video streaming services and devices, beginning Jan. 21 and running through October. 

 “From a competitive standpoint, this campaign maintains Carvana's market presence but doesn't introduce any innovative features or services that would significantly differentiate it from competitors or impact investor valuations,” according to a “market research analyst” on Stock Titan. “The focus on the existing platform's convenience is a continuation of Carvana's established marketing strategy rather than a pivotal business development.”

The analyst continues, “The timing aligns with the traditional automotive industry's Q1 marketing push, when consumers typically begin their car-shopping journey after the holiday season. While celebrity endorsements can boost brand visibility, the ROI on such campaigns typically takes months to materialize in measurable business metrics.”

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