Local Car Dealership Advert Trends

I have noticed here locally in Tulsa, OK that in the course of a year and a half that our car sales industry has changed their schema of advertising. They are trying to "Humanize" the industry. They have quit the screaming and yelling, the last weekend - going out of business, tax sale and whatever knee jerk reactionary templates that have been prevalent for years. The only issue I have with the new move is that most are not being honest, or real in the advertising, some are just being creepy and a couple have been spot on.

One of the "Trend Leaders" has used the owner's daughter with a campaign of "Dad Will Do It." This ploy would be great if it were one of the owner's children being very young and cute, touting how great dad is and how hard he works. This local concept was lifted from optometrist Robert Zoellner (Dr. Z) who had a series of radio and tv ads that accomplished this very well. The auto campaign places a college aged daughter into the adverts telling us how great her dad is. It doesn't matter if he is the greatest dad ever, the campaign fails as it is insincere in watching how the daughter has modified her on screen persona from college kid, business woman to cowgirl. There is no consistency and thus no real story that can be bought into. It gives a catchy hook that people remember, but I doubt it has really translated into actual high volume of sales. This particular advert has even been spoofed by a local auto repair shop placing an overweight mechanic in a wig repeating the phrase "Dave Will Do It!" I enjoyed the spoof. Proof that the market didn't buy the original concept.

One local dealership does a series of ads that use the granddaughter of the owner as the spokesperson. You never know, however, that she is even related. She dresses consistently in nice business like attire and delivers the message concisely and on cue. I believe to be best ads run currently.

Another one uses great cinematography and lighting with heartwarming soundtrack to tug at the heart strings showing that everyone at the dealership is just like you. Just regular folk that give exceptional service from exceptional people. Well done advert, but just comes across as too highly polished for today's market.

I have even noticed that even the smaller, noisy, kitschy dealership with the humorous adverts have changed course and are being serious as well. I think this is a welcomed trend from the consumer's vantage point. I believe that regardless of the market, being sincere and transparent will pay in sales most every time.