Million Mile Road Trip

OPPORTUNITY: For more than 10 years, Barnett’s Million Mile Warranty had been a staple of its advertising. When first launched, Cuneo used a jingle to bring the idea to life on TV. Though the associated music bed remained part of Barnett’s spots, the jingle itself went away after a couple years. The client, however, tasked us with bringing it back.

ACTION: The jingle itself was a bit dated, but the client had no interest in modernizing it. So instead, we leaned into it by developing a series of spots that mimicked an ’80s or ’90s sitcom—complete with graphics and studio audience sound effects. This helped give the jingle more meaning in the context of the spots while giving it more shelf-life overall using multiple spots that can be mixed and matched in the market. It also gives us the opportunity to create more spots in this same style should the client want to continue using the jingle indefinitely.

RESULT: This client has always felt better about its TV spots when customers and community members approach them and mention that they saw and liked the spots. These Million Mile Road Trip spots had an immediate impact in this regard, helping the client feel good about their decision to go in this direction.

My Role: Strategy, Direction, Copywriting, Production
Director: Jeremy Nordeen
Assistant Director: Ryan Becken
Editors: Jeremy Nordeen and Ryan Becken
Art Director: Alex King
Storyboard Illustrator + Motion Graphics: Fredy Beccera
Copywriter: Kevin Treaccar