The idea was roughly this: Get a guy who sounds like Robert Stack, have him tell true stories about the genuinely weird stuff that happens on the road, and connect those stories to the fact that your car needs good shocks to keep you safe. I wrote these in the mid-2000s while working for Cramer-Krasselt. Credit to CD Chris Buhrman for supporting the team’s unique vision.
Client
Monroe
Agency
Cramer-Krasselt
Collaborators
Chris Buhrman, Creative Director
Objective
Make shocks relevant to a broad consumer audience.
Solution
Demonstrate the connection between shocks and your driving experience. Do it in an attention-getting way.
“Liver, best known as a roadblock on the way to dessert, became an obstacle of a different kind...”
