When one of Washington State’s largest auto dealership groups wanted its new TV campaign to emphasize the company’s heritage and reputation for customer-friendly sales & service, they turned to Promo Sapien for creative guidance.
Titus-Will has a long history in Washington, having been in business since 1938. The family-owned dealership group devotes itself to providing a superior customer experience, and it’s a mission they don’t take lightly.
In their newest TV ad campaign, viewers are introduced to Titus-Will’s two new “spokesbrothers” Trevor and Court Will. Having not been on TV before, and wanting to avoid the typical, stiff car dealer spokesman ads that dominate their industry, Trevor and Court sought an approach that could get their message out and still be entertaining.
Promo Sapien created the first of their newest TV spots, focusing on the brothers’ “maturity and spirit of cooperation” in their new spokesmen roles. In one hectic, full day of shooting, both brothers performed parts of the ad in front of a green screen, and exteriors were shot at two Titus-Will stores.
The green screen shooting allowed Promo Sapien to gather as much footage as possible in a one-day shoot, and give producer/editor Dave Prunty maximum control when creating the spot’s central frenetic sequence. Slightly more time was spent combining the various elements in post production, but weighed against the cost of a second day of shooting, the choice was easy.
The end result was a clever, original spot that has generated overwhelmingly positive buzz, thousands of YouTube views, and has the Will brothers and Promo Sapien already planning the sequel.