Jon Hamm wants no part of your dog’s birthday bash. Or your suspiciously intense book club. Or anything that isn’t hilariously hyping Carvana. In this week’s Reel Ad of the Week, the Emmy-winning actor delivers deadpan gold in “Excuses,” a new national campaign from Carvana that blends celebrity charm with straight-up product functionality.
The ad opens with Hamm trying to politely bail on a neighbor’s party using a solid excuse: he’s got to sell his car. Cue the record scratch — the neighbor points out that a Carvana hauler is already towing it away. His cover’s blown, and the punchline lands perfectly.
Created entirely in-house, the campaign reflects what Carvana calls “product-first storytelling paired with A-list talent.”
“Jon Hamm’s comedic timing brings the entire campaign to life,” says Ryan Keeton, Carvana co-founder and chief brand officer. “We’ve made it easier than ever to sell your car online, and Jon helps us share that message with the signature humor and charm he’s known for.” Watch below:
More Hamm is on the way. Keith Marsh, associate director of brand marketing, says a second spot is already in the pipeline, with paid and organic social rolling out across the next two months. “The goal isn’t just sales,” he adds. “We’re also looking at a lift in overall brand sentiment — and we’re confident these spots will deliver.”
The campaign arrives as Carvana enjoys a record-breaking Q1: 133,898 retail units sold and $4.23 billion in revenue — up 38% year-over-year. Net income hit a high of $373 million. Amid industry-wide anxiety over tariffs, Carvana is betting that the used car market will remain relatively resilient — and may even benefit.
With Carvana’s momentum and Hamm’s effortless cool, “Excuses” is a tight 30 seconds of storytelling that sells without selling out. It reminds us that even if Jon Hamm isn’t coming to your party, he might just sell a car while ghosting your invite.
Now that’s performance marketing with personality.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on Twitter at @colinthewriter1
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