The ad featured an actor spewing bleeped out words about a new car dealership. And it stood out in a lackluster Super Bowl.
It was bit of a leap of faith.
“I was a little nervous,” admitted Scott Kranz, the new general manager. “Little nervous about it.”
But way out in tiny Stuart, Iowa, Interstate Chevrolet needed an edgy ad and a big audience.
“For us,” Kranz said, “it’s being a new dealership, a new facility—we needed to make a splash to get our name out there.”
The 30-second spot cost them $10,000. Half their monthly ad budget.
The Interstate guys have seen a lot of traffic on their social media sites, Monday, and they were unusually fired up for a Monday.
Not everyone likes the approach, but it is memorable and contagious.
“Sometimes you’ve got to do some things that are on the [expletive] edge to get your name out there,” Kranz said.
If the ad leads to 12 car sales, it will have been well worth it.