AOL Autos Shares Wild Television Ad Ideas Some Dealers Use
DETROIT — A recent analysis by AOL Autos spotted some of the creative ways dealers use television commercials to bring in customers. While some dealers have turned to local sports heroes, others have gone to great lengths to leave quite an impression in just 30 seconds.
"One of the smartest people I ever met in the car business once told me, ‘The smartest people I meet in the car business are dealers,'" explained Reilly Brennan, editor in chief of AOL Autos.
"In fact, he was a longtime Ford engineer with multiple patents under his belt and more than a few zeros in his bank account, so I always took his words to heart," Brennan continued.
Before sharing what he believes are some of the most noteworthy spots, Brennan reiterated how important local TV advertisements still are to generating store traffic.
"The local dealer has only X amount of dollars each month to bring prospective buyers into the showroom and TV has been a favorite for years," Brennan pointed out.
"But not just any ad will suffice. If it doesn't cut through the clutter, it's wasted cash," he continued.
"Big, bold and shocking tend to come to mind. If it gets noticed — even if fails to win an Oscar — it has at least achieved part of its goal," he pointed out.
Brennan offered a title to 11 different TV spots with a brief commentary about each one.
"As much as a car dealer might take one on the chin for appearing on our list, one thing is certain — we're still talking about them. Maybe they're having the last laugh, after all," he mentioned.
Online versions of each of these TV spots can be found at this AOL Auto Web page.
Bad Acting: Is It Endearing Or Just Bad?
"Maybe the acting isn't what we love so much about this commercial from A&L Motors. Maybe it's the inherent sense of discomfort. Max Talbot (one of the four Pittsburgh Penguins appearing here) delivers eight of the most awkward seconds we've ever seen on film."
What Doesn't This Ad Have?
"OK, so we've got: loud voiceover, a girl dressed in something less than professional, pugilism, bells, bad acting and a crushing offer. I'm sold!"
The Trunk Monkey
"An idea that's become so successful its ad agency licenses it to 50 different markets. The trunk monkey doesn't so much as sell cars as it gives buyers a good reason to laugh. The trunk monkey is a dealer-installed accessory that does, well, just about everything."
Rap? Yeah, We Do That
"Was this made by the service guy on his Webcam? We don't care: The homemade rap, blurry video montage and indelible lines like 'inventory out the woodwork' just do it for us. We're headed down to Route 1 in Virginia today."
"The Johnson Automotive people (in the Raleigh, N.C., area) simply know their audience. They've managed to perfectly encapsulate the preconceived notions many people still have about dealers and roll them up into a walking, talking, pelvis-gyrating, 2-foot-tall badger. Their message is clear: We're not like this little guy."
The Credit Pimp
"Do pimps have good credit? I never knew. They do seem to always carry a lot of cash. I suppose having something 'pimped' is better than having it unpimped, but I'm not sure I want my credit being involved with a guy in a pink suit."
"Cute kid plus adult voiceover might work for the latest ETrade ads, but do they work for Florence & White Ford?"
Is He Crazy Or Just Annoying?
"‘Crazy Tracy' might call himself crazy, but we think he's just obnoxious. Something of a celebrity in Chandler, Ariz., for his outlandish TV ads and questionable use of full-figured mannequins at his dealership, we find this ad certifiable local dealer gold."
$300 Is All You Need!
"Don't pay attention to Kim. Or Sheri. Or Bruce. Or Annie. Or Yvonne. Or Marie. Just watch Mack, the bulldog on his hind legs. He's the thing that pulls this 31 seconds of hot mess together."
The Doctor Will See You Now
"Florida Auto Exchange sure seems like a stand up place, doesn't it? The mad doctor (he's the one with the lab coat and snorkeling mask, in case you missed him) cures ills of all kinds. Bring in your Dodge Avenger and he'll turn it into a Saab 9-3 in no time."
Just … Speechless
"Be honest: Did you expect Eagle Man would save the day? Then again, what is he really saving?"