What’s on this week
Ad Libbing « p.37
Wednesday - The Ray Vega Quartet/8PM Friday - Samara Lark and the Outfit/9PM Saturday - The Gabe Jarrett Trio/9PM Monday -Trivia/7PM
he calls “a pretty big deal for a little Vermont dealer.” Both Cunavelis and Machavern are quick to point out that all the branding in the world won’t help an internally ailing business. But for a healthy one, the most effective ads may not be the most expensive. Cunavelis says his strategy is “as simple as being really focused with your budget and not trying to do too much with it. When you’re really focused with an audience and you can stay consistent with them over the
relies on the local audience’s recognition of recurring characters (consistency), while adding a goofy new chapter to their saga (unpredictability). And it conveys information to potential customers (“you can buy a Subaru at White River Toyota”). More importantly, though, the spot helps brand the dealership according to Cunavelis’ definition: “You create top-of-mind awareness and attach positive associations with it.” “‘Forty years of service, selection and savings’ doesn’t mean anything to anybody,” he says. “But the kid with a mustache?” phoTos coURTEsy oF
— go to hotelvt.com/events 6h-hotelvt040214.indd 1
3/31/14 11:07 AM
38 FEATURE
SEVEN DAYS
04.02.14-04.09.14
SEVENDAYSVt.com
mT. mAnsFiEld mEdiA
His Father Wanted Him to Study Law. He Wanted to Compose Music.
George Frideric Handel. Music Won. Hallelujah!
long haul and be unpredictable, you’re going to gain share of mind,” he goes on. “If you can’t grow with share of mind, there’s a problem with your business.” The “coma” ad is a good example. It was shot by a crew of three (four or five is more typical for the company, says associate creative director Abigail Shumway, who directed the spot). It
The world lost a lawyer but gained a great composer whose music we still play today. Seems like more than a fair trade.
THE ORIGINAL POP MUSIC. 3v-RadioVTGroup040214.indd 1
3/31/14 3:22 PM
How on earth did the “kid with a mustache” come to represent White River Toyota? Shumway explains that the concept of “Mini-Pete” (as the character is called) came from “a really safe brainstorm space. We don’t judge any idea. We let any idea fly.” The idea, in this case, started with an imaginary school play. A camera