The first campaign, called “Cross Out,” was designed as a national consumer brand positioning spot with the objective of putting car buyers in control of the buying process at the client’s website, autobytel.com. It takes the stereotypes of brash,  manipulative car salesmen and crosses out their controlling words, replacing them with the viewers’ words, visually using the familiar icons of text editing on the computer screen to put you, the viewer, in control of the process… taking phrases like “I’m always intimidated by car salesmen” and transforming them to “I’ll never be intimidated by car salesmen again.” This spot ran in a national market with a multimillion dollar media buy.

This spot, “Laptop/Ragtop” was also a brand awareness and positioning spot building on the sentiments of freedom, ease and control, creating a connection between the perceived freedom of a convertible (or ragtop) and your laptop. This spot also involved a co-marketing agreement with Ford that included an integrated sweepstakes campaign and other rich-media online marketing tools. This spot also ran nationally with a multimillion dollar media buy.

Worked with Intel’s agency to develop and produce a highly successful co-marketing brand spot for Intel’s Pentium III launch. This script involved a car shopper who while standing in the car dealer’s showroom, asks the salesman if he can look under the hood. Just then a forklift crashes through the showroom window, smashes its forks into the side of a new car and lifts it up for the shopper to look underneath. The car then crashes to the floor. The car salesman is stunned. Of course, this is impossible in real life. The screen then shows a computer animation of how a shopper can accomplish the same thing, even looking under the car, by using virtual reality software on the autobytel.com website powered by Intel’s Pentium processor. Again, the brand positioning was to fortify the idea that car shoppers are in control of the buying process if they use autobytel.com. Intel’s objectives were served by illustrating a new realm of possibilities for using more computing power. This spot also ran nationally with a multimillion dollar media buy.