The Hugger Commercial - All Happiness Broke Loose

What’s with the Hugger?

Our new spots introduce funny, unique situations that a Morrie’s employee might find themselves in on any given day at work. In the case of the Hugger character, our intention was to make this sort of interaction seem like an everyday occurrence. The sort of behavior where someone is so happy with their experience at Morrie’s that they can’t help but embrace their salesperson and hold on tight. Morrie’s isn’t your average car dealership – and neither is the experience you get while shopping with us.

In addition to focusing on Morrie’s happy culture and business approach, it’s important that we keep our Buy Happy® Promise in mind. In the Hugger and additional spots yet to come, we’ve tied our promise to our core happiness message. In the case of Hugger, we call out our “Seven-Day Return Policy” and make it clear that we can offer key promises while keeping happiness front and center.

A hug worth buying for…

‘All Happiness Broke Loose’
– what’s that all about?

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.

The Hugger Commercial - All Happiness Broke Loose

The Hugger Commercial - All Happiness Broke Loose

What was the thought process behind
the new Morrie’s TV 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 “Hugger” 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.

“At Morrie’s, we exist to create moments of happy…”

Why the all-white set?

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 Flipper 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.

The Hugger Commercial - All Happiness Broke Loose

“…humor, fun, and a commitment to doing things a little differently
are woven into the very fabric of our business.”

The Hugger Commercial - All Happiness Broke Loose

An approachable, adaptable spokesperson

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.


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12520 Wayzata Blvd • Minnetonka, MN 55305

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Morrie's Auto Group 44.971932, -93.438603.