The TV ads break today (4 July) and will run for six weeks across ITV, Channel 4, UKTV, Channel Five and Sky, to promote Autotrader.co.uk, which launched earlier this year.
The campaign has been created by HMDG and focuses on the concept of the website being the best new online car showroom, by pushing the range of cars available and its user-friendly research and comparison features.
In addition to the TV slots, the campaign will also run online via VoD sites, as online display on sites including TopGear.co.uk and Facebook, and at this week’s Goodwood Moving Motor Show, which Auto Trader sponsors.
Matt Thompson, marketing director at Auto Trader, said: "Our New Cars site has already become one of the leading destinations for new-car buyers in the UK and this campaign aims to make it number one.
"Its scope and reach make it an ideal platform to reach a targeted audience with a clear interest in making a purchase, allowing advertisers to reach local buyers in the way and at the time that will get the best possible response."
In September, Auto Trader launched a £2m campaign, created by Hurrell Moseley Dawson & Grimmer, to promote its new mobile platform.
Auto Trader is wholly owned by Trader Media Group, which is itself owned by a joint partnership between Guardian Media Group and private equity firm Apex.