DOTTED LINE AGENCY LAUNCHES HUMOROUS CAMPAIGN FOR FIRST TEAM AUTO GROUP

Regional Creative Frames Unique Benefits Delivered By 80-Year-Old Automotive Dealership

Dotted Line Agency (DLA), an independent full-service advertising agency based in Richmond and Atlanta, is breaking a new branding campaign for First Team Auto Group, an automobile dealership with 80 years of distinguished service for the 1.8 million residents of the Hampton Roads region of coastal Virginia.

The campaign platform, “Forever Means Forever,” uses humor and emotional elements to position First Team’s unique and differentiated vehicle ownership program, which delivers benefits to customers for the life of their vehicle far above the category norm.

In two :30 hero TV spots, a pair of tween boys, obviously best friends, debate the meaning of the word “forever.” In “Love Letter,” one of the two shows off a love letter from a girl that reads, “True Love Forever,” but the friend reminds him of the countless obstacles that make that promise dubious—fifth grade, a new bus route, the family possibly moving to Antarctica. In “Upside Down,” one friend hangs upside down on a ladder climb, drinking a juice box, and claims he could probably hang forever. The friend clocks his stamina at 12 seconds. The second half of each spot shows First Team customers enjoying a nationwide powertrain warranty, no-charge oil changes, no-charge state inspections and other benefits for the life of their car.

“We wanted to use emotionally driven storytelling to redefine what First Team’s promise of ‘forever’ means in the context of the automotive category,” said Leslie Griles, chief client officer and Interim head of Creative, DLA. “The work is designed to create a unique brand position that is defined by the personal relationships, trust and peace of mind customers experience when they choose First Team.”

The :30 spots will run on CTV, broadcast, social media and digital OOH channels throughout the Hampton Roads DMA, which includes Norfolk, Virginia Beach, Suffolk, Hampton and Chesapeake.

“First Team Forever isn’t just a program, it’s a reflection of how we do business. We care deeply about the people we serve, and these benefits are our way of showing it,” said Ashton Lewis, Jr., CEO of First Team Automotive Group. “The Forever Means Forever campaign puts that commitment into words, because when you’re part of our First Team family, forever really does mean forever.”

Supporting tactics include program-focused landing pages, in-store collateral, employee activation and ongoing content designed to reinforce the value and differentiators of First Team Forever across every customer touchpoint.

DLA won the First Team business as agency of record in 2018. Founded in 2014, Dotted Line Agency is a modern marketing agency with offices in Richmond, Virginia, and Atlanta. DLA helps brands and businesses uncover hidden potential and turn it into unforgettable ideas that drive measurable growth. From foundational positioning to full-funnel execution that aligns brand, content, media, performance and AI-driven insights, the agency delivers clarity, connection and momentum that drives real business impact.

Source: Dotted Line Agency

  Advertising, Campaign, Dotted Line Agency, First Team Auto Group, Marketing