Bring a Trailer Puts Passion in the Driver’s Seat as First Big Ad Push Hits the Road

Bring a Trailer (BaT), a unit of Hearst Magazines and the leading digital auction platform for collector and enthusiast vehicles, has announced the launch of a major multi-platform advertising campaign aimed at expanding awareness, consideration and adoption among car lovers of all kinds. Developed in partnership with PMG, Hearst’s creative and media agency, the campaign is a celebration of the people who live and breathe cars, and an open invitation to join a community that shares that same passion.

At its core, the campaign, titled ‘It’s Never Just a Car’, is fuelled by a simple truth: For car enthusiasts, it’s never just about the car, it’s about the stories behind each vehicle, the culture built up around them and the feeling drivers get when they’re behind the wheel (or when they spot something special up for auction.) The campaign will be activated in a multi-channel, full funnel media strategy across linear, CTV, social, video, display and audio as well as within Hearst’s general and automotive titles.

Like any passionate audience, car lovers have their quirks and their obsessions. This campaign speaks to them in their native language by showing off jaw-dropping cars, having a little fun with the culture and celebrating the deeply human side of the hobby.

Tapping into BaT’s unique position as a community-powered marketplace, the campaign focuses on the people, passion and stories that make up the soul of car culture. From first-time buyers to lifelong collectors to serial commenters who know every trim level by heart, BaT is driven by a collective brain trust of enthusiasts who bring enthusiasm, humour and horsepower to everything they touch.

“Bring a Trailer is more than just a platform — it’s a destination for community, discovery and inspiration,” said Bring a Trailer co-founder and president Randy Nonnenberg. “This campaign celebrates the spirit of our users and invites a broader audience to experience the thrill of buying and selling cars with a group of passionate people who truly understands them.”

“This campaign is designed to raise awareness of the Bring a Trailer community and auction experience, appealing to car enthusiasts, first-time buyers and anyone with a passion for cars,” Hearst Magazines president Debi Chirichella said. “It taps into the deep emotional connection with and passion people have for automobiles, showcasing the site as the ultimate destination for those looking to stay informed, engaged and connected with the car community.”

BaT’s campaign launch marks a key initiative in Hearst’s ongoing multimillion-dollar, multi-platform investment in brand-building across its media businesses. It will roll out nationally, with localised extensions and cross-platform integrations planned to build engagement across enthusiast and lifestyle audiences. This initiative reflects BaT’s growth trajectory and ambition to continue expanding its reach while maintaining the integrity and authenticity that have made it the go-to destination it is today.

“This campaign is for anyone who has looked at a car and felt something,” said Andrew Harper, executive creative director, PMG. “Taking that idea and running with it, we had fun positioning the BringaTrailer.com community’s passion as their biggest selling point. Bring a Trailer isn’t just redefining how cars are bought and sold, it’s redefining what a car auction community can be.”

With nearly 1.5 million registered users and a passionate, active community, Bring a Trailer continues to redefine what a car auction experience can be. The campaign is designed not only to drive awareness and engagement but also to build lasting affinity with a broader spectrum of buyers and sellers.

This is the second major collaboration from Hearst and PMG, following the March debut of 'There’s More with the Chronicle,' a multi-channel initiative spotlighting the power and importance of local journalism via the Houston Chronicle and San Francisco Chronicle. Like the Chronicle campaign, BaT’s work aims to elevate the voice of the brand and the people who make it matter.