Cars.com had to differentiate themselves from other companies where everyone else was saying the same thing. Through research, an important insight was uncovered. People feel intimidated when buying cars from dealers. From now on, Cars.com would not just be an inventory of cars - it would be the destination to become informed so you could enter a car dealership confidently and never feel insecure during the buying experience.The spot highlights this notion by focusing on people who have gone to cars.com and have bartered successfully with the dealer. They mention their Plan B, if cars.com had not have worked.