Online car platforms don’t always think outside the square when it comes to advertising. CarGurus, the most visited online car market in the US, has been standing out in the crowd with its branded content series, The Big Deal Show, by creative agency, Bindery.
The Big Deal Show uses humour, storytelling, and celebrity-driven entertainment to connect with car buyers. And this second round in the three-part series adds the allure of actor, Josh Duhamel, and influencer, Maggie Thurmon. Each high-energy episode, directed by actor and comedian, Paul Scheer, explores car culture and “big deal” life moments, with past guests including pro skateboarder, Tony Hawk, and pro snowboarder, Zeb Powell.
The campaign is running across YouTube, social platforms, and the content spans hero episodes (1–3 minutes), social clips (30–60 seconds), and ad cutdowns (15 seconds). The vibrant set design, anchored in CarGurus’ brand identity, enhances visual recognition and consistency.
Bindery partner, Carter Collins, says the show, “shifts from a linear campaign to a content-rich experience reflecting a new era of automotive marketing, where branded content doesn’t just sell, it connects.”
Watch the trailer:
Episodes will roll out monthly through September, with new celebrity pairings and giveaways.
Credits
Client: CarGurus
Chief Marketing Officer: Dafna Sarnoff
Creative Director: Evan Jones
Brand Marketing Director: Allison Conroy
Sr Brand Marketing Specialist: Carli Riibner
Director of Public Relations: Maggie Meluzio
Creative Agency: Bindery
Founder: Greg Beauchamp
Partner & Managing Director: Carter Collins
Executive Creative Director: Kim Devall
Producer: Laura Hockstad
Editor: Chris Hilk
Colourist: Peter Steuslof
Sound Mixer: Jesse Springer
Production Company: ArtClass
Director: Paul Scheer
Managing Partner: Gene Imbriale
Managing Director: Kirsten Arongino,
Executive Producer: Sean Owolo
Head of Production: Sparkle Jones
Staff Producer: Olivia Possino
Director of Photography: Elas Talbot
Line Producer: Corrin Santa Cruz
1st AD: Kevin Brady
Production Manager: Wes Shade
Key Grip: Alex Perales
Production Designer: Arne Knudsen
Gaffer: Daniel Kagle
Stylist: Leslie Schilling
HMU: Mia Baker Kessler
