- Mohawk Honda in New York tapped 130 local middle-school drama club students to star in its latest television commercial.
- To celebrate the commercial's release, the dealership rolled out the red carpet and hosted a "coming out" party at Mohawk Honda, attracting a sizable crowd.
- Mohawk's drama club involvement is part of the dealership's community efforts.
GLENVILLE, New York — Mohawk Honda has surrounded itself with a bit of drama to give back to the community.
The dealership enlisted 130 students from the local Ballston Spa Middle School's drama club to star in a new commercial.
The ad shows the kids prepping for the musical, as well as snippets of their performance in the musical Grease. At its conclusion, they sing Mohawk's jingle, "Come to Mohawk Honda. We'll go out of our way to please you," while in costume on their Grease set.
Noticeably missing, however, are cars.
"This is a group of talented individuals and it's a way of putting the spotlight on them while telling others that we're involved in the community and we're a part of their family," Jeff Haraden, Mohawk Honda's president, told Edmunds.
It marks the second year in a row that Mohawk filmed a commercial using the middle-school drama club.
"We received so many emails and calls after the first one thanking us for supporting the theater because it doesn't get as much attention as sports teams do," said Haraden, whose children had drama club leader Joe Shaver as a teacher.
To celebrate the commercial's release, the dealership rolled out the red carpet and hosted a "coming out" party at Mohawk Honda, serving dinner and previewing the ad, which runs through most of April.
"Normally when we host something similar, we'd get 15 or 20 people," Haraden said. "We got 150 people to come to the dealership. The drama students brought all of their relatives."
They also brought their wallets.
Haraden sold a 2014 Honda Odyssey a few days after the party to the production co-director Matt Lopez and heard from several other families who bypassed another Honda dealership to buy cars from Mohawk.
"We have a good reputation and by supporting the drama club, we show that we like being part of their family," Haraden said.
Edmunds says: Putting the spotlight on others can easily translate to car sales, as this dealership proves.