Meineke has been servicing America’s cars for over five decades, but brand awareness had been in decline and was looking to make a comeback. We were tasked to re-establish them as a trusted expert for total car care.
Trust comes from transparency, and what’s more transparent than an earnest Bavarian? We created an eager German spokesperson with an undying love for the Meineke brand. Why German? Because that allowed us to create a fun, interlingual device that turned the hard-to-remember Meineke brand name into its own ear worm.