Presenting #3 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 #8 MIKE CALVERT TOYOTA
“Big Time Savings”
Who are we talking too? What are we telling them? While the television audience is vast, the number of viewers who are going to really see an automotive commercial as shopping-intenders is small so you can’t afford to miss them. The beauty of this commercial is that it is straight-forward with the dealer identified from the very start and the offer immediately following. Houston is a metro market where there are a myriad of dealership choices so that challenge is directly addressed. The vehicle offer also separates itself from the norm with an exclusive no-charge offer that narrows the shopping circle to this dealership. The visual design of the stadium and “badge” element for the theme is to present a major-league feel to the entire message – this is big! By adding a touch of interior footage supporting the automatic and leather offers, the viewer is given a sense of confirmation about the reality of the offer. When this commercial faded to black on the TV set, we felt there was little doubt we were talking to our target and telling them what they needed to know to drive traffic. Did you pay extra attention to the URL? That’s called a mnemonic, and it’s a great closing touch.
Commercial: MCT091401TH attached
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 Merchandising.