- Kenan Thompson stars in a new multi-channel ad campaign for Autotrader focused on online car-buying flexibility.
- The campaign features comedic ad spots, an interactive pop-up coffee shop in New York City, and a $10,000 consumer cash sweepstakes.
- This collaboration marks Thompson’s fourth campaign as a brand ambassador for Autotrader.
Kenan Thompson, the Emmy Award-winning actor and longest-running cast member in Saturday Night Live history, has partnered with Autotrader for a new integrated ad campaign. Parent company Cox Automotive announced the initiative to highlight how simple and flexible buying a vehicle online can be.
The campaign centers on 15- and 30-second comedic commercials, including a spot titled “Coffee Shop,” where Thompson shows how buying a car online can feel as routine as ordering a coffee.
To reinforce the message, the campaign includes an interactive pop-up cafe in New York City and the #AutotraderBuyOnlineSweepstakes, giving away $10,000 in cash prizes.
This project marks Thompson’s fourth campaign appearance with Autotrader, building on earlier efforts like “Finally, It’s Easy” and “Auto Intelligence”. Beyond television, Thompson co-founded the production company Artists for Artists and holds recent brand endorsements with Cascade and Jim Beam.
Autotrader has a history of celebrity campaigns, having previously featured dancer Charlize Glass and soccer star Jill Scott.
Brands frequently lean on trusted comedic figures to demystify complex purchases, much like when Will Ferrell and Jimmy Tatro starred in a Genesis and Netflix collaboration or when Randall Park succeeded William Shatner in a Priceline campaign.
Takeaways
This ongoing collaboration reflects how long-term ambassador relationships build deep consumer trust, particularly in high-stakes industries like automotive retail where online purchasing can still trigger skepticism.
By pairing classic broadcast humor with experiential marketing like an interactive coffee shop in New York City, Autotrader effectively bridges the gap between digital convenience and real-world familiarity.
Using a trusted, highly recognizable comedic voice like Kenan Thompson allows legacy platforms to demystify complex transaction processes and make large digital purchases feel as approachable as everyday routines.
Does seeing a familiar face like Kenan Thompson make you feel more comfortable using a site like Autotrader? If a brand hosted a free coffee pop-up near you, would you stop by to enter a $10,000 giveaway?
