Stone Ward Focuses on Meineke’s Mufflers

DALLAS Stone Ward’s national campaign for Meineke Car Care Center gets back to basics as it reminds consumers that mufflers are still the company’s core business, the shop said.

Breaking on July 5, two cable TV spots by the Little Rock, Ark. agency endorse Meineke’s Cat Back dual-performance exhaust system and its lifetime muffler. Longtime spokesperson George Forman provides the voiceovers for both spots.

“Truck Radio” opens with a man sitting in his truck listening to the radio. As he grows restless surfing the channels, he suddenly rips the radio from the dashboard and tosses it out the window. As it crashes on the pavement below, he sits back and enjoys the sound of his truck’s distinctive exhaust system. Forman then says, “Get the sound that’s beyond compare. The Cat Back dual-system exhaust. Now available at Meineke for only $350. Meineke Car Care Center. Right service. Right price.”

“Milestones” opens with a shot of a car’s rear windshield. As time passes, the window’s messages change from “Just Married” to “Kid in Car!” to “My Child is an Honor Student.” Forman then says, “With you every step of the way. The Meineke lifetime muffler. Now only $49.95.”

“Truck Radio” will have a six-week run on cable venues such as the Discovery, History and Speed channels and Spike TV. “Milestones” will break in national spot markets, the shop said.

The media mix also includes radio spots, in-garage signage and hand cards to be used by Meineke’s franchisees in their individual markets.

Headquartered in Charlotte, N.C., Meineke has been a client of Stone Ward for the last two years, the agency said. Campaign spending was undisclosed. The company’s overall ad expenditures totaled $8 million last year, according to Nielsen Monitor-Plus.