Brookfield Car Dealer Parodies “Christmas Story” in Online Ad
BROOKFIELD, WI – A Brookfield car dealership spoofed “A Christmas Story” in an online ad.
Brookfield’s Soerens Ford staff at 18900 W. Capitol Drive watched typical automotive advertisements and thought of ways to get attention.
“We wanted to take a different route of making people smile instead of annoying them,” said Curtis Piek, social media manager.
Piek said the average vacation car ad shows someone receiving a car for Christmas and highlights the monthly payment.
“We wanted to make someone laugh,” he said.
Soerens Ford of Brookfield has been a family business since 1917 and is owned by Stephanie Soerens-Borkowski. She told Patch that the team likes to deliver relevant ads.
“Who doesn’t like to watch a funny movie while on vacation? Says Soerens-Borkowski.
The video recreates the famous “Oh fudge” scene where Ralphie, father, mother and brother Randy sing “Jingle Bells” in the car. Suddenly the car breaks down as an exasperated mom declares she needs a new car. She pushes Ralphie to help the father look at the car.
“I think you should go to Soerens to buy a new car,” Ralphie said.
The father asked him to repeat what he had just said.
“Oh fudge,” Ralphie said, slapping his forehead.
Mom says good job to Ralphie about the suggestion. The end of the ad shows dealership workers hoisting Ralphie up as the family looks at a car.
Piek said the actors are dealership employees and the two children are related to friends of Soerens-Borkowski.
They are played by Lucas Matola (Ralphie), Kane Matola (Randy), John Schultz (Dad) and Tami Hansen (Mum).
The ad only took 25 minutes to complete.
“We had tight deadlines – people had to work or do something,” he said.
Soerens-Borkowski said the recognition from the staff was excellent. John Schultz is a car salesman, and people pointed out that they bought him a car.
“It’s relevant and includes the staff who work here. When you walk in and recognize that face, it creates a more comfortable environment,” she said.
The dealership has a secret idea for next Christmas involving the beloved classic film starring Chevy Chase, Piek has hinted.
Although if Soerens-Borkowski had what she wanted, it would be from the movie “Elf”.
The parody of the film was not the first for the dealer. They also created a “Poltergeist” advertisement for Halloween. Piek said a car salesman from Soerens disguised himself as “Carole Anne”.
Piek said that in the past advertising was as simple as a billboard or a newspaper ad, but times are changing. Now the focus is more on social media.
“It’s more about engagement and how you can build a relationship with new, old and future customers,” he said.
The beauty of “Christmas Story” advertising is that it reaches different generations on newer platforms like Facebook, Piek said.
“It sticks to your head,” he said.