What's in a name? Alison Anziska, Edmunds' senior vice president of marketing, answers that question in that in an episode about a new advertising campaign featuring athletes bearing a similar name to the company's.

The car-shopping platform announced the launch of a new sports-themed advertising campaign called “Name of the Game”, featuring professional athletes — and an accountant — named Edmunds in ads the company said are designed to “make its name even more memorable among car shoppers.”

The campaign’s spots star the three football-playing Edmunds brothers — Chicago Bears linebacker Tremaine, Pittsburgh Steelers safety Terrell and former NFL running back Trey — and pro soccer player Kristen Edmonds. Plus, an accountant character named Rob Edmunds.

Anziska talks with Cherokee Media Group senior editor Joe Overby about the serendipitous online search activity that inspired the campaign, how humor can help brands connect with consumers, the overlap of Edmunds' audience/engagement with sports and much more.