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AAMCO Announces Extension of Celebrity Spokesman Deal

10 July 1998

On Eve of Wedding, Brolin Renews Vows with AAMCO; August Launch for New Campaign

    PHILADELPHIA, July 10 -- Just before his wedding to Barbra
Streisand last week, James Brolin completed shooting a new series of
commercials for AAMCO Transmissions and had his contract as AAMCO spokesman
extended with options for up to seven years.
    Brolin has been AAMCO's celebrity spokesman since early 1995.  "His warm
charm and rugged good looks make him a favorite with TV viewers -- and his
sincerity makes him the ideal spokesman for AAMCO," says Mike Ganjei, chairman
of AAMCO's National Creative Committee.
    "His last campaign for AAMCO was the most effective in the 35-year-history
of our company, and we're delighted that he's on board with us for the long
haul," according to AAMCO Chief Executive Officer, Keith Morgan.
    "Jim has enjoyed his association with AAMCO and we're very pleased to
continue the relationship with this new, multi-year contract," states Brolin's
manager, Jeff Wald.  "Jim's career has never been greater.  His TV show
`Pensacola: Wings of Gold' is going into its second season, and he is working
on a number of movies and TV specials -- so AAMCO benefits from his heightened
visibility and on-going appeal," adds Wald.
    In an effort to build upon AAMCO's 92% brand recognition and increase
consumer consideration as "transmission repair service of choice," the company
enlisted the support of Partners & Shevack advertising agency in New York.
    "The campaign capitalizes on one of the best-known brand equities in
American marketing: the `double-A' in AAMCO.  In the new campaign, we
broadened the use of this mnemonic as more than just an ending for the
commercials.  We made it the creative thread that ran throughout the entire
campaign," says Brett Shevack, CEO of Partners & Shevack.
    The campaign breaks in August with a $20 million budget and will be seen
as crucial to communicating AAMCO's core attributes which have established it
as the industry leader.
    "We created six new TV commercials and 12 radio spots to promote AAMCO's
transmission business," said Ganjei.  "In addition, a television spot was
created to introduce AAMCO's new `exchange engine replacement' business
currently testing in five markets across the country."
    "This campaign specifically addresses people's anxiety with automotive
repair," says Ganjei.  "We allow the viewer to observe a variety of real life
situations where people think they may be having trouble with their
transmission.  Brolin is positioned as the trusted referral source giving
sound advice -- take your car to the experts at AAMCO."
    "The commercials promote key attributes that from research are proven most
important to customers -- emphasizing and leveraging AAMCO strengths," says
Morgan.  "Messages focus on AAMCO experience, expertise, reliability,
nationwide presence, offer of lifetime warranty and trust."
    AAMCO is the world's largest chain of transmission specialists with more
than 700 franchise locations in the United States and Canada.  More than
20 million vehicles have been serviced at locally owned and operated AAMCO
centers since the company was founded in 1963.