Car dealers are notorious for their overacted, low, low, low-budget TV spots. That is why the new Montesi Volkswagen commercial really caught my eye. While passing by the TV in my living room, I saw the grounds of Quinnipiac University, a nearby college, on screen. Then I saw Sugar, a Connecticut shoreline bakery of Cup Cake Wars fame. And next was Modern Apizza, arguably the best pizza in New Haven (yes it rivals Sally’s and Pepe’s). There were also some testimonials sprinkled in, the commercial wrapped, and I felt like the ad was made just for me.
Did I feel that way because Quinnipiac is my Alma mater, the folks at the office bought me Sugar cupcakes for my last birthday, and Modern is one of Mascola’s go-to pizza joints? Perhaps, but regardless, I think this spot will resonate with a lot of locals. Leveraging nearby landmarks and businesses, Montesi Volkswagen is positioning itself as “Part of Southern Connecticut.” The dialogue might still be a little hokey, but it’s nice to finally see a car dealer with a marketing strategy outside of the traditional low-price, great service realm. It’s a good start, Montesi.