Automotive companies have been affiliating themselves with celebrities almost since cars were invented, and recently that trend seems to have been ramping up even more.

Monday, two more prominent names in the business jumped on that bandwagon, adding prominent names from the entertainment industry to their new initiatives.

Cox Automotive’s Autotrader has again turned to actor and comedian Kenan Thompson to represent the brand in its latest advertising campaign, while Subaru of America has teamed with actor Max Greenfield in its campaign to support America’s teachers.

Autotrader’s new national ad campaign, “Auto Intelligence Command Center,” spotlights its personalized shopping experience, built on data, artificial intelligence, tools and insights designed help car buyers shop smarter, faster and with greater confidence.

The new spots feature Thompson, in his third Autotrader national campaign, taking charge of a high-tech Autotrader command center directly within mobile phones, where he orchestrates Autotrader’s suite of tools to deliver a seamless, personalized experience right at users’ fingertips.

In a news release, Cox said Auto Intelligence shows how Autotrader brings together car buyers’ data and preferences with tools to search for available vehicles, determine budget and payments, and buy their perfect ride.

“Today’s car buyers want technology that not only saves time but makes them feel confident every step of the way,” Cox Automotive vice president of marketing Greta Crowley said. “Auto Intelligence is our way of showing consumers we are here to help navigate the car-buying process with ease by providing them with smart tools and relevant data from a brand they can trust.

“Kenan Thompson, a longtime partner of the brand, was the perfect fit to bring this message and campaign to life through his humor and personality.”

The ad campaign is live on a range of channels, including out-of-home, digital, television, social media, streaming platforms, cinema advertising and rideshare and airline partnerships.

Subaru, Greenfield spotlight AdoptAClassroom.org

In its fifth year as the largest corporate supporter of AdoptAClassroom.org, a national nonprofit that partners with teachers, educators and schools to equip students where they need it most, Subaru of America has added Greenfield to its fold to help spotlight the growing need for support in classrooms nationwide.

The continuing sponsorship is part of the Subaru Loves Learning initiative, in which the automaker, together with its more than 630 retailers, has helped support more than 950,000 students nationwide by providing teachers with funding for the essential supplies and high-quality resources they need to support student success in the classroom.

“I’ve always had a deep respect for teachers, but becoming a parent gave me a closer look at how much they take on, often going above and beyond without the resources they deserve,” said Greenfield, a father of two. “That’s why Subaru Loves Learning stood out to me. It’s a conscientious effort to support the people who make such a big difference in our kids’ lives.”

Max Greenfield has joined Subaru of America’s Subaru Loves Learning initiative. Photo courtesy of Subaru of America.

To launch the 2025 program, Greenfield has partnered with Subaru to adopt a classroom and visited a local elementary school in Los Angeles that has been supported by the Subaru Loves Learning initiative to illustrate the impact funding can have on classrooms as back-to-school season approaches.

According to AdoptAClassroom.org, 92% of teachers have students whose families cannot afford school supplies for their children, leaving educators to cover the cost themselves. On average, U.S. teachers spend $895 of their own money each year on classroom materials, up 50% since 2015.

“Helping nearly 1 million children in high-needs schools feel better prepared to learn and have access to the education they deserve is a rewarding feeling.” Subaru of America senior vice president of marketing Alan Bethke said. “Educators are among the top professions of Subaru owners, and as the largest corporate partner of AdoptAClassroom.org, we’re proud to match their dedication with a program that has tangible results in their classrooms.”

Subaru and its retailers are committed to supporting students in high-needs schools — those in which at least 40% of the students are from low-income households — by providing teachers nationwide with funding to purchase essential classroom supplies through AdoptAClassroom.org.

Many participating retailers, Subaru said, also donate curated school supply kits filled with the most requested materials from teachers, and some support local schools with flexible funding for special projects.

“Each year, we see a record-breaking number of students supported, thanks to the incredible commitment of Subaru and its strong community of retailers,” AdoptAClassroom.org executive director Ann Pifer said. “As we mark our fifth year of partnership, we’re proud to help provide critical educational opportunities and resources to classrooms across the country. This continued collaboration is a powerful testament to the impact we can make together.”

As part of the 2025 program, Subaru will again be working to support students in the Camden City School District by adopting 91 classrooms near its U.S. headquarters in Camden, N.J. The hometown effort will include funding and employee volunteers helping teachers set up their classrooms for the new school year.