As part of our responsibilities to finally become a fully-functioning adult, buying a car is an inevitable step that we have to go through at some point in our lives. But for many first-time buyers, the negotiation process is one they dread with the fear of being swindled by the showroom salesman for a few extra hundred dollars when they are about to purchase their new ride for above MSRP prices.
To show that the negotiation is a relatively pain-free and easy process, Jim Burke Ford, the largest regional Ford dealership in Southern California, employs the help of the award-winning geniuses at Scope Studios to create a short 30-second comedy television advert to show just how easy it is to get the best prices on your next set of wheels. Even if you are a terrible negotiator!
Titled “Terrible Negotiator”, the television ad features our titular character, the terrible negotiator, standing next to the brand new 2022 Ford F-150 pickup truck. Psyching himself for the negotiation process of buying America’s bestselling pickup truck. After being approached by the showroom salesman, he immediately turns to face him and give him a first-hand warning that he is the “world’s best negotiator”.
But what precedes after that statement is way less than being the excellent negotiator he claims to be. As a matter of fact, he’s terrible. Probably the worst one the poor salesman has ever met in his life, too, even! Immediately skipping over to the worst possible price the dealership has to offer, wanting to have a drag race with any one of the cars that are on display, performing random gestures and vocalizing wind for some reason, and even threatening to leave the dealership and not come back to deny the salesman his commission.
But in the end, cooler heads prevail and the salesman finally compromises on giving the best worst negotiator the best possible price he can give him for a brand-new pickup truck. Much to the relief of the terrible negotiator, he takes the deal and prepares to drive it out of the display and dealership.
The team spent a total of 1 day just to masterfully shoot this short but hilarious ad. However, the best part about is that there is absolutely no script involved throughout the entire shoot. All it took was just an actor and told him to do whatever he wants, and the end result turned out to make an extremely light-hearted video on how easy negotiating for a better price for a new car really is.
So the next time you’re shopping around for a new set of wheels, just keep calm and be yourself when getting a better deal on your dream car!