SOURCE: Piston


February 05, 2013 09:00 ET

Advertising Agency Piston Creates the Dramatizer Digital Experience for

2013 Digital Campaign Kicked Off With the Super Bowl; Encourages Users to Add (a Lot of) Drama

SAN DIEGO, CA and NEW YORK, NY--(Marketwire - Feb 5, 2013) - has taken the drama out car shopping so to fill the void there's The Dramatizer. The digital experience for by advertising agency Piston kicked off for the Super Bowl and gives audiences the power to increase the drama of ordinary situations with a click. The Dramatizer's robust media plan includes page takeovers and other high impact units with ESPN, Yahoo News,, featured throughout 2013.

The saying goes, "Tell me and I'll forget. Show me and I may remember. Involve me and I'll understand." That's the driving force behind the The Dramatizer campaign from Piston. Piston, digital agency of record for for over four years, tapped frequent collaborator Superfad as its production partner for the original engagement's ever-intensifying storylines.

"We wanted to create a uniquely interactive and entertaining campaign that rewards the audience for clicking while building the brand," explains David Schafer, Piston's Executive Creative Director. "Placing the story in the hands of users, viewers can add progressive drama to an otherwise benign scenario. Each ad is like a mini movie. From the production by Superfad to the collaboration with the leadership at, this year's creative is by far the most engaging and memorable to date."

Watching the Big Game with friends. A leisurely drive in the country. Snorkeling near a reef. A sunny walk in the park. What could go wrong? Plenty. The Dramatizer, what happens next is in your hands. Get dramatic here:

Piston has built its reputation with national and international clients by delivering campaigns that capture the hearts and minds of audiences through a focus on commerce, culture and technology. Oakley, White House/Black Label, Sunglass Hut, and Mitsubishi are just a few of Piston's signature clients. For more on the company visit

ABOUT CARS.COM is an award-winning online destination for car shoppers that offers information from consumers and experts to help buyers formulate opinions on what to buy, where to buy and how much to pay for a car. offers thousands of new and used vehicle listings, consumer reviews, side-by-side comparison tools, photo galleries, videos, unbiased editorial content and many other tools. puts millions of car buyers in control of their shopping process with the information they need to make confident buying decisions. Launched in June 1998, is a division of Classified Ventures LLC, which is owned by leading media companies, including A.H. Belo (NYSE: AHC), Gannett Co., Inc. (NYSE: GCI), The McClatchy Company (NYSE: MNI), Tribune Company and The Washington Post Company (NYSE: WPO).

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