Here is #2 out of 10 for our editors’ picks of the most interesting spots of 2014. The only criteria presented to our editing judges was to select production that stood out to them for a specific reason and then explain why.
TV COMMERCIAL #9
McGRATH AUTOMOTIVE GROUP
Cedar Rapids, Iowa
“Halloween Moonlight Madness”
During the holidays we see a lot of “sights and sounds of the season” during local news shows, and in most cases that is enough lead-in to make us look! For the McGrath Moonlight Madness, we applied the same concept by intertwining the sights and sounds of Halloween. This sale is a traditional event by a well-established dealer group so the real challenge was to let the market know it was going on now and have fun doing it. The voice talent did a great job using the “boo” techniques of Halloween. We were able to visually support the scare tactics with elements found in public domain files – in other words, effective elements at a very low cost. The sale did well and many customers commented on this commercial – that’s the standard Strong strives for in production. What can be learned from this commercial?
- Good copy gives the announcer an opportunity to create
- Visual devices are available at a low cost to make a memorable impression
- Have fun, but emphasize the basics – who, what, when, where…the why is pretty obvious.
John Paul Strong
John Paul Strong combines his two decades of automotive marketing experience with a team of more than 140 professionals as owner and CEO of Strong Automotive.