Honda drivers want quality, reliability, and basic functionality from a new car, and they expect it at a reasonable price. For this reason, Honda dealers only keep a limited number of high trim-level models on their lots.

Enter the client, Bell Honda, whose general manager had accidentally ordered hundreds of luxurious trims across the model range. Accords, Pilots, Civics; all fully-loaded and priced high enough to give the typical Honda driver an arrhythmia. The trouble was, Honda corporate expected the Phoenix dealer to move them like any other inventory.

To remedy this, I wrote a campaign to excite even the most sober of car shoppers. It included in-store collateral that, while remaining true to brand standards, stood out from Honda's usual marketing.

In the end, Bell Honda sold all its higher-priced inventory—in two months.