The Power of If by Laughlin Constable
Nothing unlocks your future like a pair of car keys in your hand. But when 78% of American workers live paycheck to paycheck, the ability to invest in a comfortable, reliable car may seem out of reach. 'The Power of If,' car financier Byrider’s new campaign from Laughlin Constable, features the moments when hope breaks through and offers us a way out.
The campaign depicts the challenging moments that, with a little help, can transform into turning points. A beleaguered friend pulls the word ‘If,’ spelled in alphabet cereal, from her hair. A woman’s overloaded grocery bags give out, spelling ‘If’ in spilled fruit. A man who can’t afford a ride share in a rainstorm sees ‘If’ reflected in a puddle.
“Stop wondering ‘What if,’ and start moving forward,” the commercials say.
Byrider, known until recently as J.D. Byrider, provides financing for used cars to people with subprime credit. They have been serving people who are high credit risks since they opened their doors in 1989. With over 150 dealerships in more than 30 states, they have served over 1.2 million customers. But despite their dedication to championing their customers, Byrider wanted to do more.
To reach today’s hard-pressed car buyer, J.D. Byrider needed a brand identity lift, led by Laughlin Constable. Their outlook shines through in their new motto, “Byrider: Buy. Finance. Drive on.” The total brand identity includes a new name, a new logo, new exterior store signage, new business identity, over 70 all-new pieces of point of purchase materials as well as in-store corporate events.
Chief Marketing & Digital Officer – Marie Lafkiotes
Director of Marketing - Jeff Slaven
Chief Executive Officer – Mat Lignel
Chief Creative Officer – Lisa Bennett
Executive Creative Director - Ross Lowinske
Associate Creative Director – Sarah McAfee
Sr. Art Director – Cody Murri
Sr. Copywriter – Brian Sterricker
Art Director – Aaron Czarnecki
Executive Producer – Chris Bing
SVP, Account Service – Sean Barry
VP, Account Service – Lauren Garstecki
Supervisor, Integrated Production – Katie Picciolo
VP, User Experience - Brady Pierzchalski
Director, Integrated Production - Jody Banner
Sr. Technical Architect - Steve Fox
Sr. Software Engineer - Jeffrey Schrab
Sr. Software Engineer - Steve Kaufman
Sr. UX Architect - Megan Richardson
Sr. Account Planner – Kristina Valenti
VP, Digital Strategy – Maggie Avram
Production Company – RW2 Productions
Director – Lyndon Wade
Director – Lindsey Wade
Editorial Company – HIVE
Producer – Lynne Fraser
Producer – Timm Gable
Sr. Editor – Eric Arsnow