is heading back to the Super Bowl. Its 60-second spot this year, which will air in the second quarter, is called “Lifetime of Confidence.” It uses the epic life story of fictitious character David Abernathy to illustrate how even the most confident people need a little extra help when it comes to car shopping. David’s preparations on “build his confidence so he can get the perfect car at the perfect price,” the company says.

The key message is confidence, said Mitch Golub, president of “Consumer confidence in car shopping has never been more important,” he said, clearly referring to the current economic crisis.

The confidence campaign will be promoted in print and online, including on Yahoo,, and YouTube.

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