The Power of If by Laughlin Constable

Date: Jun 2019
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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.


J.D. Byrider

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

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