The Good Ol' Artioli Boys
Rebranding is a big part of what we do down here at the plant. Someone comes to us with a name or a logo or look that’s flat or out-of-date and we get to work. Sometimes it’s just a haircut and a shoeshine, sometimes it’s a total overhaul. Son of a biscuit, the only thing we haven’t branded over the years is a cow.
One thing I’ve been telling clients for decades is this: Fun sells. If you take yourself less seriously, people will take you more seriously. Never fails. If you project a sense of humor, you’re seen as confident, likable, and approachable. It also helps get people interested in what you’re telling them and what you’re selling them.
Very rarely has a client come to us looking for branding advice where we’ve said, “Don’t change a damn thing.” But that’s exactly what we’d say to the boys over at Artioli Chrysler Dodge Ram in Enfield. Then we’d end the meeting early and go out for a few beers.
Have you seen these spots? They do take-offs on the Dukes of Hazzard, Yellowstone, Over The Top and other pop culture favorites. A little bit like those old Curry Honda ads (R.I.P. the great Howard Sackaroff), but with better production values and less schlock. What they’re doing is fun and original and it stands out in a sea of car dealership ads pushing the same dunce-cap low price and holiday weekend promotions.
We’ve worked with car dealerships over the years and here’s a secret: the prices are the same everywhere you go. Dealership A will always match or undercut the deal you got at Dealership B, especially if it’s getting toward the end of the month. Most people know that, Undershirt O'Toole. So why not do something different and have a little fun?
The Artioli boys prove that fun sells and rebel thinking works. Too bad so few businesses out there have the courage to try it.
Keep your dukes up.
https://www.youtube.com/watch?v=67gig0f4HLo
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