Sharon: 1 David Maus: 0

Every single person, whether you're in advertising or not, can relate to this story. You see it every time you turn the TV on. They sponsor the news. They come on between sitcoms. They invade the precious space in your brain you don't want to surrender to them.

LOCAL CAR DEALERSHIP ADS!

Here, in the Orlando area, there is ONE specific car dealership I have an issue with – David Maus Toyota. His slogan is "Whatever It Takes." Yeah, David, what's it going to take for you to reconsider your TV ads? Did you review these ads and think, "Yup, awesome...done."? Didn't the director of your spots say, "Ok, David, that was a good take, but this time, let's go for something less dealery."?

Let me give you an idea of these ads. Typical car dealership ad. Guy stands in front of dealership and a host of cars. The script makes my brain itch. But more than that, Mr. Maus' demeanor is the worst.

No. 1 rule in advertising: RELATE to your audience.

So.....I wrote to him. Yup...I wrote to David Maus through his website and this is a sample of what I said.

Dear Mr. David Maus Toyota, Lincoln, Lexus whatever:

See, I don't even really know what kind of cars you sell. I'm reaching out to you as both a consumer and as someone who's been a creative in the advertising industry for two decades now.
What are you doing? Your TV ads hurt my eyes...and why? Because you have the potential to do so much better. Ask yourself this, "Is this how I would talk to a customer?" Would you point to them the second they get on the lot and say "Whatever it takes!" Would you refer to them as "Central Florida" and then gently cup your hands to resemble a circle? I just want you to know that you may be reaching a small part of your prospective customers, but you could be doing SO much better. You could be relating to them. You could talk to them like they are a VALUED customer. And make the spots not about how awesome you think YOU and YOUR dealership are, but instead focus on the BENEFITS that the consumer is looking for.
And whomever told you to wear all black for a black background surely did not consider the use of color on tv and in advertising.

Happy to give you some ideas. You have my email.


So there you have it. Haven't heard from him, but whatevs. Have you ever hated your local car dealership ads? If yes..then, you're welcome.