The automobile dealer category is traditionally the death knell for creative advertising. But this :30 plays off of that dynamic, as Baltimore area dealership R&H Motor Cars entertainingly pokes fun at stereotypical car dealer spots featuring cheesy signs and props urging people to come on in and drive away with a bargain.
Set to the music of classical composer Frederic Chopin’s "Death March," more commonly known as the "Funeral Song," the spot showcases an assortment of this obnoxious signage ("Whale of a Sale" with a drawing of a smiling whale). Also on display are such attention-grabbers as a tall, papier-m?ch? statue of a cowboy, a life-sized balloon of a fierce dinosaur, a hot air balloon heralding "New Lower Prices," and a person in a gorilla suit standing next to a "Gigantic Sale!" banner. Images are shown of the messages that are written on the cars for sale, including one that reads: "Are we crazy?"
As this montage of images designed to separate us from our money—often in exchange for some mechanically challenged vehicle—finally comes to a merciful conclusion, a voiceover chimes in: "It’s the end of the car dealership as you know it." The spot concludes with the R&H Motor Cars’ logo, accompanied by the slogan, "The opposite of a car dealer."
The spot was conceived by a creative team at MGH Advertising, Owings Mills, Md., consisting of creative director/copywriter John Patterson, art director David Wassell and executive producer Gregg Simonton.
"Death March" was directed and shot by Sunny Zhao via Richmond, Va.-based Dreams Factory. Clara Lee executive produced, with Tim Dowdle serving as producer.
Offline/online editor was David Hudson of Producers Video, Baltimore. Colorist was John Yancey of VTA, Atlanta. Audio post mixer/sound designer was Rich Isaac of Clean Cuts Music & Sound Design, Baltimore. Music arranger was Chris Kennedy of Clean Cuts.
The SAG/AFTRA Commercials Contract Standing Committee has granted a waiver to allow commercials to be available for viewing on SHOOTonline.com. The spots cannot be copied, downloaded or e-mailed.
