Local dealership owner marries self in ad

Typically, you can expect your local automotive dealer's ads to be pretty low budget and less interesting than the proverbial watching paint dry. In the recent wedding issue of The Improper Bostonian, Boston area dealership, Boch Automotive, ran an ad that still went down the still low budget route but is perhaps a bit more interesting than ususal. What the hell is going on? Your guess is as good as mine. Perhaps it was an internal joke? Or maybe social commentary? Should this go under "advertising jokes"?

Comments (7)

  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    Ernie Boch Sr. did indeed pass on, in 2003. A TV commercial was made with Ernie Boch Jr. sitting in a car, and he sees images of his dad's old ads in the rear view mirror. Then he adjusts the mirror, smiles as if to say, "Thanks Dad...", etc. Ernie Jr. is a real character--recently he starred in a Ch. 56/Boston TV show, Creature Double Feature, which revived the station's old horror Saturday afternoon flicks. Boch was dressed as the ghoulish host.

    He also is a big rock/oldies fan and does features for a Boston oldies station and the Boston Herald.

    Back to Ernie Sr.: Are you buying a "used" car? No, no, of course not.
    It's "NEW TO YOU!" car :)

    Jul 05, 2006
  • Dabitch's picture

    ...I'm stunned.
    Does the car licence plate read "prenup"? Is he really marrying himself, or his clone? Gay rights be damned what about clone rights!? Ha!
    That ad is just... weird.

    May 21, 2006
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    I live in the MA area, I *think* that's the owner, Ernie Boch Jr. He's in all their comercials as the figurehead of the company.

    May 22, 2006
  • lordFredruk's picture

    Finally. This is advertising. Brilliant focus on a narrow target group instead of talking to everyone. "Hey you narcissists, marry yourself. We have got the car for the happy couple".

    May 23, 2006
  • Dabitch's picture

    someone explained on adlist:

    ....the owner's father, Earnie Boch is a legend inlocal advertising. His face had been on TV here since I was a small child.
    I can recall the copy in most of his ads:
    "Our new and used Toyotas are priced the lowest because our costs are less..."
    He also coined the phrase, "Come on down." which he said at the end of every single flippin' ad. I believe he passed away a year or two ago.
    Perhaps his son is simply trying to get out from under his father's very well
    known shadow with some quirky ads of his own.

    ...at least that solves some of the mystery....

    May 23, 2006
  • Anders's picture
    Anders (not verified)

    That's a pretty good twist, turn it around. Don't say "used" say "pre-owned". Cheap local ads that are a little creative are fun. And sometimes weird.

    Mar 28, 2016

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caffeinegoddess I'm a creative director and copywriter with digital, integrated, and traditional expertise. I love sound strategy and great executions.