This an update to one of my posts from last summer...
I came across one of the better commercial for a new car dealership this afternoon. Its for a dealer group in Norwell, MA. The Clay dealerships and their agency Boathouse Group get it. They understand how to disarm the buyer by poking fun at the retail auto industry and in the process gain an enormous amount of exposure not only locally, but internationally.
In a nutshell, the spot features a slightly overweight car salesmen, explaining the unseemly tactics traditional dealers will use to get your business. Why does it work, they get your attention as they guy disrobes as he describes how Clay will show you the naked truth about the pricing for the car that you're looking to buy.
The 4 spots debuted on YouTube.com back in early April and will soon appear on local cable. To view the spots and play a little game that helps re-cloth the nearly naked salesmen, go to http://dontgettaken.com/.
The only other auto dealership spot that I've seen in this same category would be the "Trunk Monkey" spots for Suburban Auto Group in Oregon. While the spots are fun and memorable, I don't think they do nearly as well at communicating a message that in the end distinguishes them from the competition as a place worthy of your business.
Bottom line for both is they get your attention and at the end of the spot your very likely to smile. And that's always a good thing.
I'll write more about this later, but thought it was important to point out that I discovered the Clay dealership "We'll Show You Everything" campaign on a great web site and blog by the authors of the book Punk Marketing: Get Off Your Ass and Join the Revolution. It's an easy ready because its both well written and insightful. Check it out.
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