There’s an auto dealer stereotype.

No one likes it.

And yet, that stereotype continues to persist:

Asking women when their husbands are coming. Dealers judging people’s credit worthiness by their wardrobe. Or misrepresenting details easily found online. The classic, “let me go talk with my manager.”

It’s all so much dumb, unnecessary behavior.

That’s why there’s an antidote at Apple Autos:

It should be abundantly clear—you’re not an idiot.

And yet.

You could walk into any number of auto dealers right now and realize the stereotype is alive and well.

That’s why we launched Don’t Get Screwed.

So you don’t.

Don’t Get Screwed launched mid-October across the Twin Cities metro, in a variety of media.

CABLE & OTT

RADIO

SOCIAL

We used lots of actual quotes 😳 from car and truck shoppers discovered during the research phase of the campaign.

OUT OF HOME

Huge kudos to the leadership team at Apple Autos for believing in and funding this campaign. Many thanks to the resourceful talents at 3VLTS for helping to bring it all to life. Most important, endless applause for Crystal Barlow Jensen and Julia Tangeman for their glorious collaboration throughout.