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Dealer Ops Debuts “Armada”

ATLANTA, GA –, the ultimate automotive marketplace, today announces the release of its new television ad, “Armada.” Starting today and continuing over the course of the car buying season in 2007, the ad will be placed in national media generating over a billion impressions and will also air on local networks.

“Armada” captures the experience of a couple who are shopping for a car among the more than 3 million listed on An armada of cars speeds through the streets towards their house, but as they narrow their choice, first through make and model, then color, then price, cars peel away. In the final shot, the car that meets their needs, in this case a red Mustang GT, spins into their driveway. The message is that has the largest selection of cars online, meaning that no matter what you’re looking for, you’ll find the right car at the right price.

"Our new spot communicates as the best automotive marketplace by simply showing the sheer volume of cars the site has, but also by showing how easy it is to narrow those down to your perfect car,” said Clark Wood, vice president marketing, "’Armada’ kicks off our aggressive 2007 media buy that will peak during the prime car buying season from spring through fall.”

The “Making of Armada” video shows the work behind creating an ad with complex computer-generated visuals. The landscape in the ad is real, as are the actors, their computer, their house, and the car they choose; however, the rest of the spot was created. Donor in Detroit created both “Armada” and the making of the ad video.

“Armada” debuts on the NBA on TNT Thursday, January 11th and will continue to air on Thursday nights as part of’s marketing partnership with the NBA. The TNT NBA Tip-Off Show Presented by airs regularly throughout the NBA season and is hosted by Ernie Johnson, Charles Barkley and Kenny Smith, with guest appearances by Reggie Miller and Magic Johnson.

The tagline, “the ultimate automotive marketplace” is used in the spot. Christian Slater, who voiced television and radio spots for in 2006, returns as the voice of “Armada.”

To view both the video and the ad, visit:

About, created in 1997 and headquartered in Atlanta, Ga. , is the Internet's leading auto classifieds marketplace and consumer information website. aggregates in a single location more than 3 million vehicle listings from 40,000 dealers and 250,000 private owners, which provide the largest selection of vehicles attracting more than 11 million qualified buyers each month. Through innovative merchandising products such as multiple photos and comprehensive search functionality, unites buyer and seller online - dramatically improving the way people research, locate and advertise vehicles.


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