What we talk about in this episode:
0:00 Intro with Michael Cirillo, Paul J Daly and Kyle Mountsier.
4:05 Brian grew up making videos with any camera he could get his hands on. That led him to film school at UC Santa Barbara.
10:35 When Valley-Hi Toyota started making commercials, it was just their GM Todd Stokes in front of the camera. Brian would direct him occasionally, and someone suggested that Brian and Todd do them together. This was the start of Brian’s car commercial career.
15:44 Every month, the team brainstorms and creates a new 30 second commercial with over-the-top memorable characters. This commercial becomes the focus of all the content for the month for Valley-Hi.
27:11 Brian has cached all of his commercials, behind the scenes footage and outtakes at https://brianjortega.com/ for your viewing pleasure.
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Paul Daly: 0:00When we hit play it says recording in progress
this is Auto Collabs the
Paul Daly: 0:11
only other thing I can think of that it says something in progress is like burglary burglary in progress, right?
Kyle Mountsier: 0:19
alarms were gonna be in progress. It's recording in
Paul Daly: 0:23
progress, which is sounds like the plot in one of our today's guests. car commercials are commercials for his dealership Brian Ortega from Valley-Hi Toyota has made some of the most outlandish and entertaining commercials that I've ever seen in this industry, period, end of story. It's really
Kyle Mountsier: 0:41
quite unbelievable. How many because they, from what I understand they do a different full length commercial every single month, like every month of the year, they're putting out a 30 second content piece that is not just a script with person staring at a screen saying come on down get right it's like
Paul Daly: 1:01
got script and production and post production and creative development and props and obviously locations sometimes it's it's pretty impressive.
Michael Cirillo: 1:09
To me it just is inspiring, because not only are they producing a commercial and going through the whole creative process. These are actually commercials that you would want to watch at the fun like the entertainment like you know on an on a past episode when we interviewed Damon and I made a reference to the pickle commercial because I saw a keynote that Damon Lester gave at one of the conferences about how many dealers dressed up like, like a giant Yeah, like a giant pickle. And it's like, you know, our prices can't be beaten. I won't be found in a pickle and you're like oh wow. But they're legitimately like Brian's team is legitimately coming up with new new content and I think it's also inspiring the fact that he comes into the car business as a guy that's basically doing used car merchandising like he's just taking photos and and it shows that we we have arrived like that's the thought that kept coming that keeps coming to my mind as I look at his profile as we've arrived at the place where we finally understand that there is growth in in potential in the dealership world in so many different formats. True. Well,
Paul Daly: 2:19
look, I'm looking forward to an entertaining conversation at the very least. Hope you enjoy our conversation with Brian Ortega
Kyle Mountsier: 2:33
what we snatched him literally out of the metaverse Brian Ortega is here out of Metaverse commercial world, Brian, thanks for hanging out with us here on Auto Collabs today.
Brian Ortega: 2:43
I'm finally here guys look, I came out and I made it out and I got a cool hat. And but it doesn't match you guys.
Kyle Mountsier: 2:50
Man. I you know the hat though is it's very like Gilligan's Island. I appreciate that about the hat. But it is it is definitely it's not on brand for ASOTU you know? Okay, gotcha. Look at this. Oh, there
Michael Cirillo: 3:07
it is, man.
Kyle Mountsier: 3:08
I love this side logo. He's got it. He's got this Toyota hat with the nice like, down and to the left hand side right hand if you're looking at it. That's it. That's a clean look. I feel that
Brian Ortega: 3:19
stole it from our parts department. I bought it from our product. Bought it? Charge sales.
Kyle Mountsier: 3:28
Oh my goodness. That's amazing. Well, if you're not familiar with Brian, and you don't follow him on LinkedIn, just word of the wise do that. First, his name is Brian Ortega. And Brian, I'd love to dig in a little bit. Because as it goes, what I understand about a lot of creatives in automotive is they don't express themselves quite in the way you do. So I'm guessing there's some history to the creative side of you that is probably before automotive. Can you walk us back into like, where creative has has started in your life and how that's transitioned to the to the autos scene.
Brian Ortega: 4:03
Cut to Yeah, so I suck in math and science. So when I was growing up, I just used to make videos and when I was young, we didn't have these right. So it was BL X 200 Fisher Price or you know your, your aunt's handycam something like that. So we would always just try to make some videos of us skating or imitating movies.
Paul Daly: 4:34
It goes way beyond recreations right are talking
Brian Ortega: 4:37
variations all the time.
Paul Daly: 4:39
This all of a sudden makes so much sense.
Brian Ortega: 4:41
Then we then I went to college and same thing. So I said well, I love movies. Let me be a film major. So it wasn't more production. It was more like do a 15 page paper on the sound of this movie. Alright, so
Paul Daly: 4:59
like Like, terrible. Terrible. Yeah, that's great. So you graduate.
Brian Ortega: 5:08
I did. I did graduate from my UC Santa Barbara with the film degree. And I always just made little movies here and there. Auto was a different thing, right. And my GM hired me Todd, the one in the commercials. And he just said, take pictures of used cars. And then we had a social media manager. And he didn't really do much. And I just started making videos, and he would put me on deadlines. Hey, do you have to do to stop my job? And so we got really impressed. And we just kept churning stuff out. And I was like, in 2017. Yeah.
Kyle Mountsier: 5:50
So you started as a photographer at your store? Is that you said, like used car photographer,
Brian Ortega: 5:56
used car photographer. And that was a wow, who could who
Paul Daly: 5:59
could write a 15 page dissertation on the audio, and fully differences between the first and second Star Wars movies?
Michael Cirillo: 6:10
I'm just thinking of the notes back from the professor being like, Brian, not every movie needs more fart noises. It was it. This was a dissertation on the Pelican Brief.
Paul Daly: 6:23
isn't okay I wrote had some suggestions?
Brian Ortega: 6:26
No, the cool part was like, I had this crazy weird class. And she was a crazy, weird professor. And we had to do like a 10 page paper. And so I did like seven pages. And the three I left blank. And I said, I feel that I did everything and said everything I needed to say. And then she wrote at the end, right? I'm gonna give you an A, but you're pushing it there. But yeah.
Paul Daly: 6:51
Some past this class you did. That's amazing. You tried to go law, flex philosophical.
Brian Ortega: 6:57
I was meta.
Kyle Mountsier: 7:00
So when was the first time that you all kind of like broke onto the scene of especially the commercial side, because I think that if anyone knows you from like LinkedIn or knows Valley-Hi Toyota, at this point, kind of has a little bit of understanding of the types of commercials and the types of content that you're putting out now. But what was like, what was the icebreaker on that? Because I can imagine that there's a time where you know, you got the Social Media Manager, you're making a couple of videos doing the used car photography, and maybe there's like, I feel like a moment where you were like, this is a thing.
Paul Daly: 7:28
I feel like we need to explain for the people who aren't familiar with it should like Brian, why don't you give us like the summation of like the top five videos you've made in the last year, your top five favorites? Maybe give us a title and a synopsis?
Brian Ortega: 7:43
Oh my gosh, well, how about I do this? How about I just tell you to go to it's no
Paul Daly: 7:49
no, no, no, no. For the podcast people. We don't know what they're doing. They're walking the dog and they're jogging in the ride motorcycles. So let's just start with the gasSquach Oh my God likes anything that has the word gas in it. So
Brian Ortega: 8:02
yeah. Um, so obviously we try to make everything relevant everything pertaining to what's going on right and high gas prices. And so let me break it down. We have brainstorming sessions. These aren't all me trust me. They're not and we just had one yesterday talking about our next zombie commercial right for Halloween. And it's really cool because I mean, you guys get it you just break everything down. Everybody bounces ideas and just something pops right. So that one the guy pitching it he went through a different scenarios, and then just the camping idea, like really stuck to me. And I said, Hold on, let's let's go with that one. And let's just make the whole commercial about that. And we wanted to promote the tundra right, and the hybrid tundra. And it just keeps evolving. So and then I was thinking Bigfoot right? What happens right, so Bigfoot comes to the story, but he were afraid of the actual gas pump, not the monster.
Paul Daly: 9:03
Like these mini thematic productions that that obviously have a theme. They have a relevant theme and they're scripted, or they always scripted.
Brian Ortega: 9:15
Yeah, we have a bare bones script, and we come in and then we'll just do stuff off the cuff.
Paul Daly: 9:22
Better. I just wanted to give people an idea. You had one where you were in the metaverse and and obviously a first zombies one. So they're kind of like creative. A little bit bombastic sometimes, and they're made to be kind of like, they're made to be funny. They're made to be larger than life. They're made to be outside reality. All right, like in a kind of sarcastic tongue in cheek kind of way.
Brian Ortega: 9:44
Oh, yeah, totally sarcastic. Totally cheesy. Yesterday, because I'll walk around the dealership and I Oh, you really work here. I was like, Yeah, that's me. Some actor know. Me. And I go, What do you think they're like? And oh, you don't want to go.
Paul Daly: 10:03
All right. I wanted to give a feel because you have to go watch them. Now if you're not intrigued enough, you have to go see some of these because they're right to watch. Now Kyle was asking initially before, I was like, let's just take a segue and explain them a little bit more. You were asking, When did those types of videos start? Was
Kyle Mountsier: 10:19
that your question? Yeah. When did that type of creative process and that thing start? Was there like a moment where someone was like, let's try this or that? You tried something? And everyone liked it? Well, how did that kind of come to pass?
Brian Ortega: 10:32
Alright, so we signed up with the spectrum, you know, to do some commercials, and initially, it was just Todd in the commercials kind of, you know, straight face looking at the camera, and I would be in the room with him and tell him Hey, on video, you kind of got to go over the top because it brings it down, right when you when you air it. So the team, the crew was kind of looking at me kind of giving Todd direction and Hey, say like this, do you know with more fervor, and so they started coming up with idea, and then they pitched us they like, what have you guys do like this duo type thing? And throughout the commercials? And initially, the first ones were, you know, there's a little storyline, cut to the donut, right? Talk about the specials, and then you know, and the commercial. And then just over time, it's just been more of a branding thing, right? We got rid of the specials, and kind of, we still have those ads separately. But you know, we're focusing on the branding.
Michael Cirillo: 11:35
How long does it take to put together like, I'm watching the one where y'all jumping out of a airplane and it's cracking me up? How long does something like that take from start like, are you going through the full production like storyboarding it? I mean, you kind of alluded to that. Is it full scale production? Like, give us a sense of what it takes to actually put some out like that?
Brian Ortega: 11:58
Yeah. So we'll brainstorm like I said, Well, we'll kind of get everything set the timing of do we need other actors? You know, do we need some some gimmicks? Do we need costumes and all that stuff. And then maybe two weeks later, we you know, we do the production. And we either do it at a studio, like the one that you just watched was green screen, right? And we have props for that. And it's really cool because it looks like it's a parachute, right. It's actually just a backpack and and some rope that they that they finagle together. We're on top of bench, and they're just rope draping, green, green screen or fabric over it, right. So I'm just doing a bunch of stuff. And it takes those take about six hours to do at the studio. And then when we do them at the dealership, those take longer, right? You got people walking around, you got people paging people, so it's more hectic there.
Kyle Mountsier: 12:59
And come on down. doneita Johnny to the sales.
Brian Ortega: 13:05
People walking through your cut cut right there. We're shooting a commercial here.
Michael Cirillo: 13:10
Yeah. Hey, guys. Could you just not use the intercom for 10 minutes? We're gonna be recording. Yeah, no problem. No problem, Brian.
Kyle Mountsier: 13:22
I repeat lunches. Like someone shoot that. So?
Brian Ortega: 13:27
Yeah. So and then post production goes about? It takes about a week for post production. Who does that?
Michael Cirillo: 13:37
quicker than I was expecting?
Brian Ortega: 13:39
Yeah. What's that?
Paul Daly: 13:41
Do you do the post? Or do you find that out? I have somebody right now.
Brian Ortega: 13:44
I mean, I do I do editing but not to that point. I mean, if you haven't seen the behind the scenes of the the Top Gun commercial, that guy is just amazing. You know, what he did was take Google Maps footage. And then you know, put it behind him with the green screen. And it's just amazing what they do.
Kyle Mountsier: 14:03
Wow, that's awesome. So so you've got like that three weeks. And obviously, that's a big production. That's a big part of what you're doing as a company. But, you know, one of the things that I'm always impressed with, especially with like consummate content creators is that there's also a bunch of micro content that comes either out of that, or that's alongside that that you're doing on a regular basis. Can you give a little bit of like, how you integrate like macro content, commercial level content to the micro content, like making sure that there's billboards making sure stuff is going on social all of that type of stuff for the brand because I see that in your ecosystem as well. And I'd like to kind of like break that down break down what a week or a month looks like for you in in the types of content and how you're getting those out in time.
Brian Ortega: 14:49
Yeah, so I mean, you got to make everything match right for it to really sell I actually bought gassquatch.com Just in case you know, it becomes A bit. Yeah. So the good thing is now I have an assistant and he's able to get the behind the scenes footage. Now he's in the commercials himself. But like, we'll break it down just like what you guys do, you know, you make it vertical. Remember when vertical was like sacrilege,
Paul Daly: 15:18
I used to despise it. I'm like, listen to everyone. This is how you shoot a video. And like the mother laws where I like, I like it, this was like, but you can't see anything. See, and now it's never flip it. It's like family videos, anything if I can't fit into this, you know, this is not going in.
Brian Ortega: 15:41
It's just crazy how times have changed. So we just, we cut all that footage we make. So we have our main spot, right, the 30 second spot that goes on OTT on commercials, YouTube, all that. And then we have like a 10 to 15 second spot that, you know, we use for pre roll, or just kind of to introduce and tease out those, the big commercial. Right? And with that, what gas Squatch went? I don't know if you guys seen that one. So I had to do the Scooby Doo reveal? You know, we did that. That's out there as well.
Kyle Mountsier: 16:16
So So then you're breaking down micro content? Or what other types of content? Are you putting out on a regular basis that maybe that's not attached to that that you're executing in house at this point?
Brian Ortega: 16:27
Yeah, so those guys social posts, you know, I'll send it over. And, you know, we'll use it as our ads, and I'll take frames from the videos, you know, talk about the tundra, you know, now on sale, look out for gas Squatch. So everything kind of matches the brand new for that particular month. And, you know, we're getting ready for October. And with that one, it's kind of like, we've been doing the Halloween zombie commercials since 2017. And there's a storyline to it. So whenever we can throw back to it, it kind of just builds the brand and, and it gets recognized in the community. Right. And people actually anticipate it. What do you guys do? You know, I'll we'll be walking in the showroom. And what do you guys working on now? So it's it's really caught on locally.
Kyle Mountsier: 17:14
So the system is essentially it's centered on this, this 30 secnd commercial, and then the rest of your ecosystem for a whole month is kind of pulling off and pulling down off of that, is that right?
Brian Ortega: 17:27
Yeah, like we'll post those behind the scenes stuff as Tik Tok, you know, and we actually have that little campaign where I build a little app. And, you know, people voted and we got their information. And then we said, we're giving away prizes, so make sure you watch the reveal. You know who wins team Brian or team Frankie. So it's a lot of things in house and oh, yeah, I always have to remind everyone, we sell cars here at Valley-Hi Toyota.
Michael Cirillo: 17:55
So when it comes to love about this, though, like, sorry, Paul. I was just thinking, like, I think of all of the years in the past where we've all tried to wrap our heads around. But what is this? Do you know what I mean? Like, and what we're seeing, like, I'm on your YouTube, I'm on the Valley-Hi YouTube channel. And what I'm seeing is, this is the fulfillment of what we have tried to wrap our heads around for so long, which is, you know, people are like, Okay, we do YouTube videos, but then they only get three views. It's because your YouTube videos sucked. It's because it was a shaky walk around video. And, and then they're like, Yeah, but we don't we don't have a reason to create better videos. And you're like, Well, yeah, you do because you're trying to tell a story them. Nobody, because nobody's watching them. I go to your YouTube channel, I'm seeing 1800 views, 26,000 views, 37,000 views, 12,000 views. And I can't help but think this is exactly what this is the proof point of what we've been trying to explain for years, which is that brand and when it's aligned in the right ecosystem wins the day, like 37,000 people on one video now know that you exist who didn't know you existed before, and you spent a crap ton of money and you're you're spending a crap ton of money on Facebook ads every single day, when this is going to be much more memorable and lasting and to your like something you said earlier, which I thought was super impressive is that people are coming into the store and they see you and they're like wait, you're the dude from
you actually work here.
Michael Cirillo: 19:36
You actually work here
Brian Ortega: 19:38
and taller. And I was like no, just Todd short. Yeah, so it makes this is perfect for now, right? I mean, cuz with no inventory, right? What are they going to do? What can they they look at so we kind of built this you know, through time and it's kind of taken off on its own, but They can do it, people can do it in their band, you're really creative. Well, once you get together with a team and a group of people, like I said, ideas just come out. I'm sure you guys come up with ideas all the time. And no one person is bigger than than the other. But you just have to be willing to be that, you know, audacious just to try something, right. People have people that in their dealerships that work there that can do miracles with these things, right. And they can create some major content. So they, they don't have to be like us just get going. Right, get started.
Michael Cirillo: 20:37
That's how I'm gonna correct you though. We're just the talent. Somebody else Come on. Just
Paul Daly: 20:43
that'd be an awesome day. That's gonna be a great day. Just gonna put that right here. I mean, awesome day. So what is do you? Are you a part of like the team that like tracks, organic web page views and tracks, you know, the effectiveness of the marketing? I'm unsure of that, actually. Yeah, yeah. I mean, we're and so all this stuff. And so have you seen or noticed a measurable difference over the last three years and just organic traffic to the website as a result of you know, you're doing these kind of higher level broader based, you know, productions?
Brian Ortega: 21:17
Yeah. So we try to tie it to our, you know, the sales guys sourcing, you know, they'll say, Ryan's face, or, you know, they saw a commercial things like that. Which is kind of funny, because, in the dealership, they just see me as I do, but we're too we're pulling a lot of strings, behind the scenes. And organically Yeah, we've seen an uptick. And especially when we, when we first come out with with the spots, right, and we kind of tee it up, like get ready, this next one's coming. So we do see the the traffic go up early in the month when it comes to that. But also, what we been realizing is that we have to get to the, to the punch line quicker, like we were talking about our next commercial. And they're like, Well, what if you guys are walking through the dealership, and then zombies. Eventually, we got to start off quick, you know, you got three seconds to tell that story. So you're talking about the gas Squatch I go, we got to say something's going on. So that's why the sign we had to put the sign in there because, you know, you got to get people's attention quickly.
Paul Daly: 22:24
What was that movie Zombieland? Was it, were they like, would show you the end, like the right before the like, the last, like the money scene. And then they would like rewind the tape and show how they got there. I think was it
Brian Ortega: 22:38
everything now? Right? They might be.
Paul Daly: 22:41
I'm just gonna get zombies. And you're like, how did they get in this scenario? And then it's like, well, let's tell you, right? Yeah.
Michael Cirillo: 22:47
That's interesting, though. I mean, we're seeing that with Tik Tok, especially right, just micro content, where, you know, it'll be say, say, for example, a chef making a deal, a meal, and it shows you like he's breaking apart the sandwich. And then he's like, I'm gonna show you how to make this but the video then loops perfectly back around to that point where he's like, opening up the sandwich again. And I think that's so interesting, you know, for for reshaping how we tell stories and the fact that to your point, Brian, you don't need a ton of time to actually set the stage and get people hooked. Now,
Brian Ortega: 23:21
we kind of laid out like, we have this much to kind of do the reveal, you know, this much to have the composite, you know, the exposition, and we got, you know, three SEC two seconds at the end to kind of tie so, but anyone can do it, man. I mean, it's just everyone has it? Yes. Well, everyone has ID if the card did this, and you know, went through the loop and went through a red light, and if you have the idea, you can exit
Paul Daly: 23:57
so how do you handle it when somebody and we're gonna wrap up here in just a second, but how do you handle it when somebody gives you a really bad idea? But you got to kind of you got to kind of make them feel good. So we've all been in that scenario is like, you know, it'd be awesome if we like did this and they go through this elaborate description of what they think is the best idea ever. And
Michael Cirillo: 24:18
the cool is if we got customers to hold up a blank white sign that said you should be here
Kyle Mountsier: 24:28
actually campaigning to stop this in all in all commercials, is new campaign. So
Paul Daly: 24:33
how do you handle that? Give me Give us some pro advice.
Brian Ortega: 24:37
Oh, my God, it's just like, just leave it to the experts. Right. Let us handle it. Oh, but
Paul Daly: 24:44
that's a very direct way to handle No,
Brian Ortega: 24:46
but we all have bad ideas like you this this last one, the zombie one. Everyone had like three ideas and everyone's just like, Okay, we're on a zoom call. Everybody's like
Paul Daly: 25:00
then, okay, okay. Please somebody. Okay, but why do you think you read it was completely different than that. Like the opposite. Because
Michael Cirillo: 25:14
we take that idea and changed it by 100%.
Kyle Mountsier: 25:18
I think what's interesting, and I think kind of what you're saying without saying is like, hey, look, our team just comes, everybody's going to have a few ideas. And the idea is that, hey, if someone has the best idea, my idea may not be the worst. Or maybe it is. And I just have to kind of live with that, that there's a team, there's a culture mentality that accepts like, hey, look, my idea might be terrible one time, and it might be great the next time, and I just have to be okay with that. So it sounds like that's like, the reason why, like, I just kind of tell him, it's, you know, leave it to the experts is because you've created a culture where that's okay. You know, and I think that that's important for people to hear, especially when they're, when they're thinking about pulling together. A creative team, or even a brainstorming team is like, hey, when you come into this room, your idea may may sound like the greatest idea, the dumbest idea at any point, and you just have to be okay with, right.
Brian Ortega: 26:06
So it's crazy, because you're like, Man, this is gonna be a home run. Everyone's just gonna be like, Oh, my God, you are a genius. And then crickets. He's like, aliens. Yeah. But the cool part though, is like with the gas Squatch like I just said, the campfire. And then from there, I just, we just went where it was supposed to go. And so great. The day that we shot that I'm like, where's the marshmallows? We need marshmallow shoot, at least we get some s'mores out of this. Yeah, we held we held the spot for like, the shoot for like an hour till Sunday. The marshmallows
Paul Daly: 26:46
you gotta get that's our smells. Well, look. Obviously, we had so much fun having this conversation. If you haven't already. You have to go to Valley High Toyota. Just search it on YouTube. You can go see the full anthology of Brian or take his work. Brian, thank you so much for sharing some of that enthusiasm and creative energy with us today. On behalf of Michael. Okay, all right. Yeah, no, no, go, go. Go. You got no idea?
Brian Ortega: 27:11
No, no, just so I put all the commercials at BrianJortega.com. You know, that way you don't have to, you know, scroll through them. By year.
Paul Daly: 27:20
They're all telling where's the
Brian Ortega: 27:21
outtakes? You know, everything's all laid out.
Paul Daly: 27:24
We will link it up in the show notes. Thanks for being with us again. today. We're gonna go to Brian Brian J. Ortega.
Brian Ortega: 27:31
Brian j, because Brian Ortega is a MMA fighter.
Paul Daly: 27:35
I understand. I understand because Paul Daly is And a designer in Europe who's really popular so need the J Wow. Well, I'll be happy to J A Brian J. Ortega. Paul J. Daly. Michael. I don't know your middle initial Cirillo. And Kyle, I should know your middle initial and I just don't Kyle, I don't know. Kyle, D Mountsier. Thanks for listening to Auto Collabs. We'll see you next time.
Kyle Mountsier: 28:07
There's there's very few people that can get away in this world with with using words like gas Squatch zombies, and, and flying in airplanes on in front of a green screen parachuting. You know you're standing on a bench. Those are things that you don't typically see why here in a podcast like it's the I love how at some point Cirilo because because Brian said, anybody can do it. Anybody can do it. And kind of jokingly Cirilo, you were like, No, that can't. But, but so I think there's a balance there. Because I think that people can be creative. And you can get a team together and do some really intentional things creatively. But I think we just have to say like, these, these cats, they're on a different planet. And it's just it's encouraging to see like, that's an opportunity that's out there and kind of get as close as you possibly can from a content creation standpoint. To that
Michael Cirillo: 29:04
I was thinking about our conversation with Nicole Lipkin. And and there was a piece of that conversation where she was like, comparison is actually a thing that we need as human beings. And and I want to position it that way. Because I really do think no, not everyone can do it to Brian's level and like there is talent there is skill there is years of of being creative, and like pre show he was talking about or maybe it was right at the beginning, I can't remember and he was talking about how they used to recreate movies for fun, like all of those those exercises growing up those are building a muscle and so no, I actually don't think everyone can do it. But to to Nicole's point. If you're not in that position, and you're self aware enough to know you can't do that. Don't waste time, getting discouraged in the comparison, take an inventory and say but what could we do like what is a That's like, Okay, that's great for them, what can we do? Because I think to that point, there is a lot that they could discover about being creative, even if it's tic TOCs or short form, whatever is like just showing the personality of the store, I think is really the key that stands out to me. Yeah, you
Paul Daly: 30:16
know that. I mean, you have to be yourself and obviously very unique personalities even we had Nate, Nate Greg, click on right the the content that mohawk Honda Mohawk Chevrolet really makes. It's, it's fun. It's different, right? It's different than Brian's because they're different people in different personalities and different markets. And the GM is willing to let them get away with different things, right? Because they're also people that make content that's actually pretty buttoned up. But it still really works, right? So it's not funny, or it's not like totally satire or tongue in cheek or anything like that. And so like my takeaway from it is just start, right. Everyone's got the capability of starting. And like, I like how you said, Michael, it's a muscle that has to be developed, like us recording podcasts like this and be able to turn the mic on and go isn't because we're just inherently great at it. It's just because we spent 1000s of hours doing it. You have to start you have to hit the button. We hope that our conversation with Brian inspires you to just hit the record button and make something of your own today and lean into what makes you uniquely you. And if you need some creative ideas, Call Michael he won't laugh at all. So on behalf of Michael Cirillo comments here and myself, thank you for listening to the auto collabs podcast
Kyle Mountsier: 31:26
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