Williams Whittle Associates, Alexandria, Va., which won the account last September, created "Precision Man," a sort of superhero who helps repair troubled vehicles in the 15-second spots.
A six-foot replica of Precision Man has also been developed as point-of-purchase materials for the more than 400 franchisees of the Precision Tune Auto Care chain. The franchisees can customize the TV, radio, outdoor and print ads, which will also run locally via their shops.
The marketer is expected to spend an estimated $3 million on the effort this year. Last year, it spent $1.3 million in measured media, says Taylor Nelson Solfres' CMR.Kevin Bates, vice president of marketing, said the new push will insure Precision Tune has a consistent message across the U.S. -- Jean Halliday
Copyright May 2001, Crain Communications Inc.