CHICAGO -

With the Super Bowl now less than two weeks away, Cars.com offered dealers a teaser of the spot set to be shown during the first quarter of the NFL’s championship game that annually is one of the most watched events on television.

Site officials said they “will bring drama” to Super Bowl XLVII, which this year pits the San Francisco 49ers against the Baltimore Ravens on Feb. 3 from the Mercedes-Benz Superdome in New Orleans.

A 30-second clip is available online at www.cars.com/whydrama.

With that 30-second spot, Cars.com will mark its sixth consecutive year of advertising in the big game.

“With a brand-new campaign, we wanted to build excitement for our ad and save its reveal for the Super Bowl,” said Linda Bartman, Cars.com’s chief marketing officer. “Our new campaign is more connected to the car shopping experience and more compelling than ever. Fans should be ready for a more engaging feel from Cars.com advertising that is consistent wherever they see our brand.”

Bartman stressed 2013 will be a significant year for Cars.com advertising. The new commercials will be the first work created by the site’s new advertising agency of record, mcgarrybowen Chicago, who leads Cars.com's integrated team of agencies.

With full creative integration across TV, digital, print, radio and social combined with a robust media plan, the company said the campaign will be more impactful than ever. In addition, for the first time in the site's history, the new campaign is intended to be more than a single year execution.

“We have heard from car shoppers that buying a new car can be overwhelming, and sometimes even stressful, so our new campaign shows how dealers help car shoppers have a drama-free buying experience by using Cars.com,” Bartman said.

“We think this message is one that will resonate with car shoppers. As has been the case for the last five years, the Super Bowl remains the perfect place to tell our story to an unprecedented audience,” she went on to say.

In addition to mcgarrybowen, other agencies on Cars.com's integrated team include Avenue (B2B), Edelman Digital (social), OMD (media buying), Optimum Sport (media buying), Prometheus (media buying) and Piston (digital).

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