MyPlates is a Texas-based company contracted and authorized by the Texas Department of Motor Vehicles (TxDMV) to design, market, and sell over 500 Texas-themed, new specialty license plates statewide.
MyPlates planned to relaunch a series of TxDMV-approved Premium Embossed plates after a 15-year hiatus. To build excitement, MyPlates began working with Encore to develop two video commercials for use in digital and traditional media to introduce the new plates and promote sales.
While it was important to remain true to the personality of the MyPlates brand, a secondary goal was to showcase the reveal of these plates in a fun and engaging way using a misdirect storyline. It was believed that the spots would be more entertaining and resonate with multiple generations who use social media platforms, such as TikTok, Instagram, and Facebook.
Once the concepts created by Encore were approved, production got underway and included selecting locations, casting talent, choosing wardrobe, and sourcing the necessary props for the two video shoots. A 15-second and 30-second version of each script was produced.
Video Concept #1 - Garage Makeover
In this spot, the creative features a misdirection theme that has viewers thinking they are watching a home improvement show featuring a host and a homeowner outside of a garage door. Viewers anticipate the reveal of a completely renovated garage. The excitement builds as the door opens…but nothing has changed, except the vehicle inside is sporting a new MyPlates.com embossed license plate. The drama rises as the homeowner appears shocked, but instead of being upset, he is thrilled with this embossed plate.
Video Concept #2 - The Unveiling
As the spot opens in a typical neighborhood, viewers see a man covering his SUV in the driveway with a tarp. Neighbor Al enters the scene wanting to know what his friend, Stan, has under the cover. Stan begins to explain that it’s a “brand spanking new…” as Al jumps to the conclusion that it is something really big and can’t wait to see what is so important. The camera cuts to a closeup of Al’s face as Stan lifts the tarp only enough to unveil a MyPlates.com embossed license plate. Al is so impressed that he takes a selfie with the plate. features the same focus on the plates and the call-to-action as the Garage Makeover spot.
