CarGurus’ latest brand campaign is a Big Deal.

The online car shopping platform’s new “Big Deal” ads, which launched Monday, emphasize the important role cars play in people’s lives and the significance of making the right decision during a purchase or sale.

The new spots empathize with the big decisions drivers make along the buy/sell journey to reach their ideal outcome, the company said, and promote CarGurus’ role in helping consumers find the best deal on their big deal.

“CarGurus has joined drivers along this important journey for nearly two decades,” chief marketing officer Dafna Sarnoff said, “developing the best tools and information to help consumers feel confident in their decisions as a growing share prefer to do more online before going to the dealership.

“As a result, CarGurus has earned the trust of tens of millions of monthly users who turn to our site to make sure they find the best deal for their needs.”

The campaign includes spots highlighting CarGurus’ offerings, such as vehicle history reports, deal ratings and price drop alerts designed to enable confident decision-making in one of the biggest purchases of a person’s life. It also features ads geared toward car sellers, promoting pricing tools and the ability to instantly receive multiple offers to choose the best deal.

“Although CarGurus makes the process easy with all the tools and information you need to get the best deal, we don’t want to lessen the gravity of the purchase and its significant impact on people’s lives,” said Carter Collins, partner and managing director of Bindery, which produced the ads. “Buying or selling a car is a huge decision, an emotional experience that we wanted to reflect in this campaign.”

The “Big Deal” campaign will run on television networks and connected TV provider and will be supplemented with digital and social executions, including influencer programs, throughout the year.