One doesn't have to concentrate long to construct the framework. The confluence of "con" words, a reflection of dealer Con Paulos' name, is more than convenient. And it has helped build consumer confidence.
Con Paulos has been using his first name (short for Constantine) in ads almost as long as he has been a General Motors dealer - 23 years. The Idaho dealer now handles Mazda and Volkswagen as well as Chevrolet, Pontiac and GMC.
With operations in Jerome and Twin Falls, at least an hour and a half from Boise, the dealer, his staff and ad agency created another humorous approach that they have used successfully for eight years to convince the Mohammeds to come to the mountain.
"It's just a short drive" was the campaign's initial theme, now honed to "Make the short drive."
The variations show up in amusing TV commercials such as one in which Paulos prepares to ride a steer and quickly winds up face down in the dust. Boots approach and a voiceover says: "The only shorter ride is one to the Con Paulos dealerships."
In another commerical, the dealer carefully addresses a golf ball. He swings. The ball takes off ... and comes down at his feet. Another short drive.
"You never see my face in those ads," Paulos, 53, says "People who come into the dealership tell the staff, 'I'd sure like to meet him.' "