CAMBRIDGE, Mass. -

A new brand campaign from digital auto marketplace CarGurus aims to showcase how the site enables shoppers to "do more of car buying and selling online," from the comfort of their home office — or even their home's couch, for that matter.

 The "Do More From Home" campaign launched Tuesday with four spots: "Home Office," "We Need Space," "Family" and "Moving." Those are airing nationally on television networks and through social and digital channels.

"CarGurus has set the standard for consumer-friendly car shopping experiences, and this sentiment is at the core of our company’s new digital retail capabilities,” said Sarah Welch, chief marketing officer at CarGurus, in a news release. 

"The 'Do More From Home' campaign introduces these new features to a broader audience while also bringing these concepts to life with new Guru characters that perfectly capture our brand’s helpful and techy personality," Welch said.

The campaign, the company said is designed to show how CarGurus instills confidence in vehicle transactions, and aims to highlight the company's latest digital retail capabilitings, including: 

  •  The Finance in Advance offering, which is represented in the "Family" capmaign spot, and enables consumers to prequalify for financing online, introduces new functionality that lets consumers shop from vehicles that can be delivered right to their driveway.
     
  • The "Moving" spot showcases the CarGurus Instant Max Cash Offer feature, where consumers can sell their car 100% online through CarGurus while getting the best offer from the CarGurus/CarOffer network of thousands of dealers. 

Further, the "Home Office" and "We Need Space" spots center around the compqny’s  capability around making it easy for shoppers to find a great deal on a vehicle, and how CarGurus "separates itself from the pack with the level of rigor behind its deal ratings," the company said.

The brand campaign also takes it beyond just introducing the company's latest digital retail tools; it also introduces customers to two "Gurus" to represent the brand's personality. Throughout the campaigns, these two Gurus pop into situations where consumers are navigating the car shopping or selling process from home and help them feel more confident before buying or selling a vehicle.

As part of the change in creative narrative, CarGurus has brought on a new team for this campaign and partnered with VIA for the creative work and strategy while continuing to partner with Ocean Media for media buying.

"I've always been a huge car enthusiast and our team was thrilled when VIA earned the opportunity to create work for CarGurus," said Chris Avantaggio, creative art director at VIA Agency, in the news announcement. "We aimed to create a campaign that would not only break through the category, but also educate consumers on CarGurus’ smarts, science, scale and new offerings. We were able to bring the brand to life in playful and unexpected ways by casing our duo of Gurus, and we created a campaign that’s unmistakably CarGurus." 

The "Do More From Home" spots can be found on CarGurus’ YouTube video library and can also be found below: