Any automotive dealer who was around in the late ’80s to early ’90s remembers Don’t You Buy No Ugly Truck. The tier 3 campaign went down as one of the most successful and memorable commercials to date. Now, three decades later, Strong Automotive Merchandising is bringing Ugly Truck back to the market. Only this time, we’ve traded Granny for Smack.

The History of Ugly Truck

The year was 1987. One man hit the road with a briefcase, a box of videotapes, and a campaign that would dominate automotive TV for nearly a decade.

This man was Strong Associate Russ Randolph. He was commissioned as the exclusive salesman for the Don’t You Buy No Ugly Truck advertising campaign. For years, Randolph traveled the country selling the most successful syndicated truck program in dealer history.

To learn what sparked this abhorrence for unattractive trucks, we have to start with the popular fast food ad: Where’s the Beef? Inspired by the familiar, grandmotherly appeal of the Wendy’s commercial, Strong sought to capitalize on this trend and create the Ugly Truck television spot series.

Granny Debuts the Campaign

In the beginning, “Don’t You Buy No Ugly Truck” was only a slogan, launched primarily in the Birmingham market. Shortly after it was introduced, the phrase’s success made it clear that a spokesperson delivery would up the ante.

The first Ugly Truck casting call took place at a client’s dealership. The open-to-the-public event was a huge success, generating an unanticipated turnout and drawing hundreds of people into the Mazda dealership. While the client certainly profited from the additional brand exposure, it was us who scored biggest with the discovery of Granny.

Once Granny was embedded in the ads, the campaign’s popularity exploded. All across the nation, people who were alive in the ’80s will remember the iconic, lightheartedly patronizing figure warning them against the perils of purchasing an unsightly truck.