The South Carolina television market was saturated with screaming automotive ads—the kind that make people fear car salesmen. 

 

Bob Richards was looking for something different. Something that would gain customer attention and trust. 

 

ROT$’s approach was to go 180 degrees away from the existing dealership advertising and create a campaign using real Bob Richards customers to talk about their positive experience when buying a car. 

 

The cast was composed of charming, ordinary locals and the pace of the edits was unusually slow, which created a captivating tone for the campaign. The result was a series of stories about how buying a car can be a good experience.