Jack Sherman Toyota

"Be Sure!" Branding Campaign

When Jack Sherman Toyota decided it was time to retool their branding, they asked Riger to devise a theme and look that would compete effectively in a crowded and increasingly sophisticated field. They wanted their television presence to be clean, positive and distinctive.

Our solution was to create a memorable theme uniquely suited to the Jack Sherman franchise: First ask consumers how they can be sure they’re getting great value and service. Then promise them they can “Be sure—Jack Sherman sure!”

We created a “virtual studio” inspired by Toyota’s new dealership architectural stylings. A series of three spots offered the brand promise, space for short promotional messages, footage shot inside the dealership, and true customer testimonials, all tied tightly to the new look.

Finally, we helped them carry the look into their newspaper advertising. Reaction was immediate and positive; with the new look generating great feedback from their staff and the general public alike.