Johnson & Sekin launches radio effort for Caliber Collision (audio)


Johnson & Sekin, the full-service agency owned by industry veteran creative team Kent Johnson and Chris Sekin, launched a radio campaign for Caliber Collision, a Texas and California-based collision repair chain.

Caliber chose the Dallas-based agency as its AOR in late 2010. While implementing an extensive re-branding effort for the chain from the inside out, the agency recently launched four attention-grabbing radio commercials which began airing in Austin in January. Scheduled to air through the end of the year, Mistaken Identity, Not Going to Fit, Safari Park and Driveway were created to leverage some of the humor inherent in not-so-typical auto mishaps.

“From our first meeting with Caliber, it was clear that the company’s leadership wanted smart, powerful marketing that would break through the clutter and avoid clichés common in this category,” said Chris Sekin, Creative Director and partner, Johnson & Sekin. “So we created fun, humorous spots that emphasize the ease and quality of working with Caliber without resorting to the usual, trite auto repair tactics.”

The writers at Johnson & Sekin focused on the humor inherent in very unusual and unexpected fender-bender scenarios, including jealous boyfriends, safari parks, narrow parking spots, and responsibility-dodging teenagers.

“We created these spots from a different perspective. All too often, collision repair radio advertising evokes fear and trauma in the listener,” said Kent Johnson, Creative Director and partner, Johnson & Sekin. “We wanted to focus on the fact that no matter how it happens, Caliber will restore the rhythm of your life, as though the accident never happened.”

Johnson & Sekin’s John Lester tells RBR-TVBR they are rotating four different :30 spots throughout the duration of the buy with a :15 spot available for available for bonus. Here are the Austin stations on which the effort is running:









To hear the ads, click here:

Johnson & Sekin clients include Time Warner Cable, Freeman Trade Shows, Caliber Collision, Genghis Grill, Dave & Buster’s, Raising Cane’s, Corner Bakery and Picture People. Caliber Collision owns 103 repair centers in California, Arizona, Nevada and Texas.