Texas dealer Red McCombs has been a titan in the car business for decades, but not all of the newcomers settling in San Antonio know about his retail empire.
So Red McCombs Automotive, which has 10 locations in San Antonio, is using Super Bowl Sunday to do some lighthearted branding with its 91-year-old founder.
Instead of a run-of-the-mill Tier 3 spot hawking the latest incentives, the group deployed McCombs to tout the company’s new “Driven to Serve” tag line in a 30-second spot that will air in the San Antonio area.
McCombs takes the tag line to extremes in the ad. He tries to help out with dishes — clumsily cleaning paper plates — while also doing laundry, cooking and falling asleep as he tries to help youngsters with their homework.
After the quick montage of mishaps, McCombs clarifies himself to say that the dealership group is “driven to serve your vehicle needs.”
The spot, slated to run during the first set of commercials before halftime Feb. 3, marks the launch of a campaign that will continue through 2019.
The campaign will include more commercials along with billboards and social media, a spokesman said, “much of which is created from dozens of inspirational quotes from Red McCombs.”
McCombs has been a staple in the national sports arena. He has owned the NBA’s San Antonio Spurs and Denver Nuggets, as well as the NFL’s Minnesota Vikings.
McCombs said in a statement: “I may not be the best house cleaner, but I can at least poke some fun at myself while we share the message that folks at Red McCombs really are passionately committed to our customers.”
Be the first to comment