Tony Hawk, Zeb Powell, Josh Duhamel and Maggie Thurmon Join CarGurus' Big Deal Show

CarGurus, the most visited car-shopping site in the US, has officially launched the next chapter of its national 'Big Deal' campaign with ‘The Big Deal Show,’ a bold, content-first evolution created in partnership with New York-based creative studio Bindery.

The first two episodes dropped with Tony Hawk, Zeb Powell, Josh Duhamel and Maggie Thurmon and is directed by acclaimed actor, comedian, and producer Paul Scheer. More episodes will be released in August.

The campaign transforms the brand’s messaging into an ongoing, multi-platform entertainment series that blends humour, personal storytelling, and real car culture to deepen consumer engagement and expand brand awareness.

Moving beyond traditional advertising, The Big Deal Show has been developed by Bindery to deliver modular, digital-first content that connects with audiences across every stage of the marketing funnel. Anchored in CarGurus’ commitment to making car buying and selling more confident and transparent, the series reframes the automotive experience through playful, celebrity-driven narratives and highly shareable moments.

​Carter Collins, Emmy-winning filmmaker and partner, managing director of Bindery, says, “One of our goals is to shift from a linear campaign model to a dynamic, content-rich experience. This show further dimensionalises the ‘Big Deal’ brand platform, combining sharp comedic writing, awesome talent and improv-driven sketches to create something both entertaining and strategically powerful. And our creative collaboration with director Paul Sheer really helped us to bring together the best of both worlds in brand and entertainment."

​Dafna Sarnoff, chief marketing officer, CarGurus, adds, “CarGurus understands the fact that it’s a big deal to buy a car. It’s a major, emotional purchase, and for many of us, our cars become the backdrop for life’s biggest moments. That’s why we’re bringing together personalities who are big deals in their own right and reflect our shoppers in having a connection to their cars and the big roles they’ve played in their lives. Through these stories and our giveaway, we’re shining a spotlight on the big moments that give a deeper meaning to big deals like car buying.”

The Big Deal Show is a three-part series released each month through the end of summer.