CENTREVILLE, Va. -

Carfax announced Thursday it has launched a new wave of television ads which focus on encouraging car shoppers and dealers to make “smarter buying and selling decisions” by utilizing its vehicle history reports.

The new ads — part of the “Show Me the Carfax” campaign — star the well-known company mascot Car Fox.

Created in conjunction with Zimmerman Advertising and Hinge Digital, the TV spots show shoppers buying used cars from various types of sellers.

“They illustrate how Carfax Reports build confidence in the cars people buy but also from whom they buy. Car Fox issues a friendly reminder for consumers to make an educated buying decision from a trusted seller by just saying ‘Show Me the Carfax’,” officials further explained.

Commenting on the new ads, Larry Gamache, communications director at Carfax, said, "Smart used-car shoppers make good buying decisions by consulting the experts first.

"An inspection by a qualified mechanic and a trusted Carfax Report is the best one-two punch. We’ve watched Car Fox help boost traffic at dealerships and build confidence with consumers everywhere since he became part of the ‘Show Me the Carfax’ campaign. We fully expect that success to increase with these latest ads,” he continued.

Representatives from the advertising firms that have been a part of the campaign’s success also expressed their enthusiasm for the Car Fox and his popularity.

"The ads featuring Car Fox have been wildly successful," said Zevin Auerbach, executive vice president, creative partner at Zimmerman Advertising. "The new series will give fans something to really look forward to. In essence, they’re mini-TV shows with a car dealer as a recurring character. The imaginative dealer is constantly trying to out-fox Car Fox with a series of gimmicks like a ‘seal of approval’, which is actually a live sea lion. Of course at the end, the customer says ‘Show me the Carfax’ as our dealer makes one last humorous attempt to provide an alternative."

And the new ads are not just available on TV, they can also be viewed at the Carfax channel on YouTube.

"From the word ‘action’ at the shoot, we knew we were going to be a part of something special," said Roland Gauthier, executive producer at Hinge Digital.

"Our goal for Car Fox is to help make him a memorable and enduring character that builds a deep emotional connection between Carfax and their customers. Helping to bring his message to buyers and sellers has been a blast. I’m excited to see what he’ll do next,” he added..

Lastly, the company noted that Carfax gives free marketing materials featuring Car Fox to dealers, including an inflatable Car Fox for Carfax Advantage Dealers.