Car buying can come with a certain set of expectations. At Morrie’s, we want you to know that car buying is fun and easy. We also want you to know, it doesn’t take all day because we’re really efficient. With that in mind, we created a character who really appreciates her Morrie’s experience.
Buying a car is a big deal for anyone, especially Carol. Morrie’s makes it easy, convenient, stress-free – all the things that will have you saying, “wow, that was great!” Carol is thrilled her experience went so well. We came through for her, as we do for all of our customers. Carol got the right car, at the right price. She also made a friend, a car dealership who will take care of her. It makes her feel like she’s just won the lottery.
Carol expresses the excitement we all want to have when an experience goes better than expected. That’s the kind of happiness you’re buying when you come to Morrie’s.
In this creative we introduce a new message, “All Happiness Broke Loose.” It’s our upbeat take on another popular phrase with a less positive connotation. Happiness is central to the Morrie’s brand and something that we, as a company, can unite behind. This is the point where the customer knows that they made the right choice shopping with Morrie’s, so it should naturally be a highlight in the spots.
When building out the creative direction for our new TV and video ads, there was one thing we absolutely had to convey – happiness! At Morrie’s, we exist to create moments of happy for our customers, our staff, and the general public – because Happiness Matters™. This commitment to happiness is the cornerstone of our Buy Happy philosophy and at the core of everything we do.Spreading happiness is central to the Morrie’s message across our new creative, including the “Contestant” spot above, as well as pieces yet to be released. Our intentional, carefully crafted messaging is light, a little campy, and cheerful in nature. At Morrie’s, humor, fun, and a commitment to doing things a little differently are woven into the very fabric of our business – it’s simply how we operate!By focusing on this approach, we feel we’re able to convey the happiness experienced by our customers in a way that people can enjoy. Historically, we’ve pushed the boundaries of ad breakthrough (did you see Piano Man?) and this time around our mission was to make things fun, not polarizing.
Building a set that was all one color allowed us to set a scene that fell into the background and really gave the characters room to shine. We wanted to keep the focus on our spokesperson and the Contestant rather than have the audience speculate as to which dealership they might be at, which brand they might be purchasing, etc. This led to the creation of a space that was wholly Morrie’s. It’s much like our brick-and-mortar Morrie’s locations – they’re clean, comfortable and modern, but the thing that really brings them to life is the wonderful characters who do the heavy lifting to put smiles on our customer’s faces.
Finally, you’re probably wondering who the spokesperson is and why we chose him. Going in, we knew that our spokesperson had to be someone that would be approachable and likeable. It was important that we find someone who could be considered the “guy next door” or “your friend in the dealership.” We also needed to create a Morrie’s-branded uniform that serves the same function as our set: This could be any Morrie’s dealership, any Morrie’s brand.