Hearst Magazines has launched a new ad campaign for Car and Driver, developed with its media and creative AOR PMG.  

According to the agency, the campaign leverages the magazine's “legacy of authority and trust” to meet the changing needs of today’s car buyer and broaden its base beyond the enthusiast market.  

At a time when economic pressure, rising vehicle costs, and other tensions have heightened the perceived importance of an already big decision, the work emphasizes Car and Driver’s expertise as a source of clarity, reassurance, and empowerment.   

“For 70 years, Car and Driver has been where shoppers come to discover, explore, and make confident car-buying decisions through our data-driven reviews, rankings, and vehicle-research pages,” said Eddie Alterman, Chief Brand and Content Officer of Hearst Autos.  

Alterman said that 65% of Car and Driver readers engage with the publication’s car buying research tools.   

The campaign, titled Our Obsession Is Your Confidence, is designed to expand the publication’s audience, particularly among women and younger buyers, who are actively researching their next vehicle.   

The campaign is rolling out nationally across linear and connected TV, including Discovery and MotorTrend, alongside streaming video, social, digital video, podcasts, and search.  

Sample the creative work here and here.   

PMG’s AI-driven marketing operating system Alli is helping power the campaign vis a vis the use of audience modeling, media planning, and creative optimization.   

“Our challenge was not to reinvent Car and Driver, but to reintroduce it,” said Andrew Harper, executive creative director at PMG. “The obsession, the testing, and the standards have always been there. This work makes it clear that all of that expertise is designed to help people feel confident when it matters most.”  

The effort marks the latest collaboration between Hearst and PMG, following the launch of campaigns for Hearst Newspapers and digital auction platform Bring A Trailer in 2025.