• by Gavin O'Malley , March 3, 2006

Cars.com plans to launch television ads on Monday to drive potential buyers online. The ads, created and produced by DDB Chicago, expand on Cars.com's engaging "Joy" campaign, which uses the tagline, "Find the right car for you."

Three distinct television spots will air through the end of the year on ESPN, Discovery Channel, Food Network, and other cable networks--reaching more than 170 million viewers, according to estimates of OMD, which is handling the media buy.

Cars.com will follow with online advertising in the summer, said Carolyn Crafts, vice president of marketing at Cars.com.

Crafts described Cars.com's strategy as both brand building and directing consumers online, where they are one step closer to purchase. "While our past campaign drove site awareness to new levels, we expect the strong brand emphasis in the new spots will do even more to move the needle," said Crafts.

The spots--"Landscaper," "Meter Maid," and "Hydraulics"--track car buyers through the search process on Cars.com.

"We use humor to personalize the experience of using cars.com to virtually kick the tires and get behind the wheel of any car you like," Bruce Cascia, associate creative director at DDB, said in a statement.