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Falcon 'Goes to the Dogs' in New Ads

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BOSTON Falcon Financial, a lender of capital to automobile dealers, is rolling out a new ad campaign designed to increase inbound leads and awareness of its loan programs.

The campaign is making its debut nationally in spring issues of Automotive News, Dealer Magazine and Ward's Dealer Business, and is scheduled to run for the remainder of the year.

Ads employ dogs to increase readership and communicate the benefits of partnering with Falcon Financial for dealership financing needs. Each ad features a dog trick that highlights what Falcon Financial's competitors often make dealers go through for a loan.

"We decided to reach a bit further this time, creating ads that speak to the experience of dealers as they seek financing to buy another dealership, buy out a partner or purchase real estate," said Ken Lempit, president of Austin Lawrence Group in Stamford, Conn., which crafted the ads.

—Adweek staff report