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, MyPlates.com.
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 MyPlates.com 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 MyPlates.com logo. The music is, a Sinatra-esque instrumental with minimal copy focused on the prime benefits and excitement of the new license plate.