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Mister Transmission breaks new campaign

Auto repair chain Mister Transmission has begun a new advertising campaign that encourages drivers to bring their car in for a checkup if it begins to make unusual sounds. The campaign was developed by Larter Marketing and Communications of Toronto. This is the first work the agency has produced for Mister Transmission since winning its advertising account in a review in November 2009. The campaign includes a 30-second television commercial during which a choir mimics various car sounds that may cause concern for a driver. The copy presents Mister Transmission as a place with the expertise to know which sounds indicate a problem and which do not. The ad also emphasizes the value of preventative maintenence over repair. "We wanted something to break the category this time," said Randy Moore, president and CEO of Mister Transmission. "It's a very competitive marketplace and we wanted a new way to connect with consumers." The campaign also includes radio and online advertising, as well as point-of-purchase materials and a video package for franchisees. "Our goal is to help Mister Transmission change consumer attitudes and behaviors around their transmissions," said agency president Brian Larter. "Consumers need to know that with simple, affordable maintenance, you can take care of your transmission and prevent potential breakdowns." Mister Transmission has approximately 80 locations in Canada.

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