• by Fern Siegel , Today

Bring a Trailer, a digital auction platform for classic car collectors and enthusiasts, is driving a new ad campaign.

“It’s Never Just a Car” is about the emotional thrill owners get behind the wheel. The campaign, with creative by PMG, Hearst's creative-media agency, runs across linear, CTV, social, video, display and audio as well as within Hearst’s general and automotive titles.

BaT, a unit of Hearst Magazines, was founded in 2007 and currently has 1.5 million registered users. The campaign reflects the brand’s ongoing growth ambitions.

The creative, designed to raise visibility of the Bring a Trailer community and auction experience, focuses on the people and stories that make up car culture — first-time buyers to lifelong collectors.

Jon Dupuis, PMG president, told Agency Daily: “All car lovers have their unique quirks and passions. We leveraged this insight to develop a campaign that celebrates the deeply human side of their passion and highlights the car auction community in a new way. We look forward to seeing how the campaign continues to expand Bring a Trailer's reach while maintaining its position as the go-to destination for car enthusiasts.”

With nearly 1.5 million registered users, BringaTrailer.com wants to redefine what a car auction experience can be.

This is the second major collaboration from Hearst and PMG, following the March debut of “There’s More with the Chronicle,” a multi-channel initiative spotlighting the power and importance of local journalism via the Houston Chronicle and San Francisco Chronicle.

PMG's client work also includes Best Western Hotels, McAfee and SurveyMonkey.