Classic Black Comes to Life


MyPlates is a Texas-based company awarded a contract by the Texas Department of Motor Vehicles to design, market and sell new specialty license plates in the state of Texas. MyPlates offers a wide variety of creative and unique specialty license plate designs, purchased by Texans via an online site,

Encore Multimedia has done work for MyPlates for over six years and was offered the opportunity to create a campaign for a new MyPlates product, based on a classic license plate from the 1950’s. As part of a creative brief, Encore put together three potential concepts for 30-second television and radio spots to air in the first quarter of 2016. From the three choices the client selected, “Classic Black is Back.” With the coolness of Sinatra and the glamour of a Hollywood premiere, the spot would show, in a very stylish and contemporary way, that Classic Black Plates are back. It would “reflect” the new Classic Black Texas license plate and logo onto a sleek, black animated 3D model of a classic car.

The goal to generate hundreds of pre-orders was reached ahead of schedule & the numbers are still growing.

A variety of close-up angles of the car are shown so viewers can see the essence of the new license plate traveling over its reflective surfaces, creating a dramatic aura of mystery and suspense. The spot’s payoff is a dramatic camera move on the full plate placed on the back of the car, followed by the call-to-action and the logo. The music is, a Sinatra-esque instrumental with minimal copy focused on the prime benefits and excitement of the new license plate.


Digital Media was used to launch the new product including:

  • Facebook
  • YouTube
  • Google Search

Along with the high-end 3D TV commercial, two unique radio commercials were created, one with the same sexy and suspenseful theme of the TV spot and the other radio commercial more of a nod to the humorous with a decidedly Texas, old west feel, portraying the black plates as legendary and mysterious  All spots were strategically placed with radio and TV stations in major markets around the state.


The campaign needed at least 200 pre-orders for the plates to come to market. This goal was achieved well ahead of schedule and sales are continuing to grow.

“MyPlates offers Texans many creative options in license plates to compliment their vehicle and their personalities. The Classic Black plates were another option that we needed to standout in the minds of our customers to either get them to switch plates from another design or make this their first purchase. Encore Multimedia helped us achieve that goal and do it with class and style. It’s a pleasure working with the professionals at Encore Multimedia. They always come through for us.” – Steve Farrar, President, MyPlates