Crown Has A New Image In 'Carl'

RM&D Develops Ultimate At-Your-Service Gas Station Attendant
WASHINGTON, D.C.–For Crown Central Petroleum’s first TV effort in five years, Richardson, Myers & Donofrio (RM&D) of Baltimore has created a series of humorous faux testimonials that depict the obsessive, high-end service of Carl, an overeager gas station attendant.
Crown, a Baltimore-based refiner and marketer of gasoline and convenience store products, is test marketing three spots in Virginia before adding other markets. The budget is undisclosed. More spots will break in Georgia later this year and next, said client senior vice president of advertising Frank Rosenberg.
The campaign is a significant departure for Crown, which until recently has emphasized the nuts and bolts of pricing and service through radio advertising.
“We’ve re-imaged the external and internal look of our units in Virginia,” said Rosenberg.