A perverse twist saved by a happy ending marks this :30 promoting insurance firm Instant Auto. Conceived by a team from Scottsdale, Ariz.-based New and Improved Advertising, the ad opens on a smiling family, the Clarks, who are right out of a ’50’s sitcom. A mom, dad and young son emerge from their suburban home, replete with white picket fence. As they happily step into the new family car, a voiceover clarifies that it’s actually a used car that’s new to the family.
We see the Clarks leisurely enjoying the sights as they motor through the countryside. A voiceover then interjects how fortunate this clan is to have bought Instant Auto’s affordable used car insurance policy, offering liability protection in the event of a mishap. Indeed, just seconds later, something goes terribly wrong. The car stops in a recreational park setting as the family, still seated in the vehicle, admires a distant tree. As the father turns the key to take it out of the ignition, the car blows up and is engulfed in flames.
Despite this apparently tragic turn of events, the mood of the spot—thanks to sing-song music and an upbeat voiceover—remains lighthearted. The action cuts to a supered pitch for Instant Auto, listing a toll-free phone number while a voiceover merrily states that used cars need insurance too. Then we’re taken back to the accident scene to find out that all is well. The family is picnicking nearby the burnt-out car. And the boy is toasting marshmallows over the remnants of the fire.
"The Clark Family" was directed by Adam Massey of bicoastal Reactor Films. His support team at Reactor included executive producer Oliver Fuselier and producer Denny Kennedy. DP was Eric Tomasson.
The creative ensemble for New and Improved Advertising consisted of executive creative director Allen Massey (Adam’s father), copywriter Jenny Moss, art director Shelly Moss and agency producer Dirk Hagen.
John Orland and Michael Sachs of Modern Videofilm, Burbank, served as editor and post supervisor, respectively. Audio mixing was done by Peter Arata, also via Modern Videofilm. Needledrop music was used.
The spot has been airing regionally in six Southwest U.S. markets.
