Carfax ‘Car Fox’ Empowers Used Car Buyers and Sellers in Latest ‘Show Me the Carfax’ Ads

CENTREVILLE, Va. (April 19, 2012) – Carfax today announced the launch of its newest wave of television ads as part of the national ‘Show Me the CARFAX’ campaign. The new ads, created in conjunction with Zimmerman Advertising and Hinge Digital, empower everyone to make smarter buying and selling decisions by getting a Carfax Vehicle History Report.


Starring again in all of the ads to deliver the message of smarter used car shopping is the knowledgeable CAR FOX. The spots humorously depict people buying used cars from various types of sellers. They illustrate how Carfax Reports build confidence in the cars people buy but also from whom they buy. CAR FOX issues a friendly reminder for consumers to make an educated buying decision from a trusted seller by just saying ‘Show Me the CARFAX’.


“Smart used car shoppers make good buying decisions by consulting the experts first,” said Larry Gamache, communications director at Carfax. “An inspection by a qualified mechanic and a trusted Carfax Report is the best one-two punch. We’ve watched CAR FOX help boost traffic at dealerships and build confidence with consumers everywhere since he became part of the ‘Show Me the CARFAX’ campaign. We fully expect that success to increase with these latest ads.”


CAR FOX helps bring used car buyers and sellers together every day. His years of experience make him a dependable partner for any situation involving used cars. CAR FOX is seen on every Carfax Report, throughout the website and mobile app, and at subscribing dealerships, emphasizing the importance of a Carfax Report to the buying process.


“The ads featuring CAR FOX have been wildly successful,” said Zevin Auerbach, EVP, Creative Partner at Zimmerman Advertising. “The new series will give fans something to really look forward to. In essence, they’re mini-TV shows with a car dealer as a recurring character. The imaginative dealer is constantly trying to out-fox CAR FOX with a series of gimmicks like a ‘seal of approval’, which is actually a live sea lion. Of course at the end, the customer says ‘Show me the CARFAX’ as our dealer makes one last humorous attempt to provide an alternative.”


The new ads can be viewed at the Carfax channel on YouTube. All of the previous ads from the ‘Show Me the CARFAX’ campaign also can be viewed on the company’s YouTube channel and its website,


“From the word ‘action’ at the shoot, we knew we were going to be a part of something special,” said Roland Gauthier, executive producer at Hinge Digital. “Our goal for CAR FOX is to help make him a memorable and enduring character that builds a deep emotional connection between Carfax and their customers. Helping to bring his message to buyers and sellers has been a blast. I’m excited to see what he’ll do next.”


Carfax gives free marketing materials featuring CAR FOX to dealers, including an inflatable CAR FOX for Carfax Advantage Dealers. In addition, various assets are available for dealers wanting to leverage CAR FOX and the ‘Show Me the CARFAX’ campaign in their own advertising.


About Carfax (


Carfax is the vehicle history expert for used car buyers, sellers and the automotive industry. Carfax created the Vehicle History Report in 1986 and maintains the largest vehicle history database ever assembled, comprising over 10 billion vehicle records from more than 34,000 sources across North America. A Carfax® Vehicle History Report™, the most trusted resource for vehicle history information, is an essential step in the used car buying process. Get free Carfax® Reports from dealers wherever used cars are sold online or look for Carfax Advantage™ dealers in your area and say ‘Show Me the Carfax’. For used car buying tips or to purchase a Carfax® Report, visit


Connect with us on Facebook, LinkedIn and Twitter@CarfaxReports, read our Blog and Customer Stories, and watch us on YouTube. Friend Car Fox on Facebook and follow him on Twitter@TheCarFox. Download the ‘Carfax Reports’ mobile app from the App StoreSM.


About Zimmerman Advertising


Zimmerman is the 14th largest full-service agency in the U.S. and Omnicom Group’s retail powerhouse. Zimmerman created the science of Brandtailing™, building brands over time while driving sales overnight. Holistic by design, their brand-activation business model includes strategic planning, business analytics, brand design, advertising, interactive, social engagement, media, public relations, mobile, CRM/Loyalty and in-house production. For more information, visit, join us at and follow us on Twitter @ZimmermanAdv.


About Hinge Digital


Hinge Digital delivers award-wining animation and visual effects production, bringing creative and technical wizardry to deadline-driven and budget-conscious projects in broadcast, interactive and print. The studio's principals combine over six decades of feature film and commercial experience from studios including Walt Disney Feature Animation, Sony Pictures Imageworks, LAIKA Entertainment, and Double Negative Visual Effects. Hinge Digital offers a talented team of passionate creatives and solution-oriented technical artists, industry standard tools, and a robust infrastructure of 64-bit workstations and a 400 core render farm, all conveniently located in our studio in downtown Portland, Oregon.







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