Headlands Polishes Pawn Shop's Image

MILL VALLEY, CALIF. – Headlands Communications here is set to launch a new advertising campaign for Express Auto Pawn, hoping to change the pawnshop’s image as a place for those down on their luck.
In the first ad campaign for two-year-old Express Auto Pawn, Headlands Communications sets up the pawnshop as a fast and convenient alternative to banks for short-term loans of a few thousand dollars.
Express Auto Pawn, a licensed California pawnbroker with three Northern California locations, accepts cars, boats, planes, motorcycles and construction equipment as collateral.
The resulting campaign uses humor to lift the stigma of pawnshop lenders.
‘We needed to take the paper bags off the people who were walking out of these shops,’ said Jim Pappademas, creative director for Headlands Communications.