Sky Adsmart, TV Advert, Brand Ad
The Challenge / Brief
Howards Motor Group is one of the leading car retailers in the South West of England. Having achieved success with us on their first Sky Adsmart ad, they were keen to continue to partner with Fable Studios on the production of their second TV commercial.
The brief was simple – capture the wide selection of vehicles on offer, communicate their family values and raise the production value to build brand authority.
Fable Studios crafted a simple narrative of a young boy, on a visit to one of Howards Motor Group’s locations, who can only be distracted from his favourite toy by seeing the real life version of it on the showroom floor.
Whilst simple in narrative and polished in execution, we wanted to ensure that the Advert would be effective. The URL and telephone number are on-screen throughout so any viewer only seeing part of the Ad would be able to take action and the Voice-Over was written specifically to position the brand name prominently in the audience’s mind. The shots were storyboarded carefully to display the maximum amount of vehicles and make efficient use of the showroom interior.
Casting a fantastic young lead actor aided audience engagement and using his ‘mother’, ‘sister’ and ‘grandfather’ as supporting characters communicated Howards Motor Groups dedication to customers of all ages.
We made full use of the wonderful Howards Motor Group colleagues as supporting artists and ‘customers’, involving them in a highly enjoyable day which we documented in a behind-the-scenes video.
Geographically focused by Sky Adsmart at the areas within reach of a Howards Motor Group location, the project was such a success that we were asked to re-version the Ad to create a ‘Sale’ campaign.
“The Ad has worked really well at increasing engagement with our audience. Footfall in the showrooms during our campaigns is always positive, driven by a variety of marketing channels, but we’ve found the TV Ad is a great way to engage our core values.”
“We would definitely recommend the team at Fable. The execution and delivery is phenomenal and the final result is of the highest standard. As a business, we started with an animated ad and had great results. The transition to a ‘live action’ Ad is often an unknown if you have little experience, that said it was very enjoyable and made as easy as possible with this team. We will definitely work with these guys again in the future!”
Gemma Scott, Howards Motor Group