Most dealership commercials involve something hokey.
Most dealership commercials feature the general manager, sales manager, or owner, usually looking pretty awkward and/or ridiculous. Sometimes with their awkward child, a dog, or a costume.
It's a purely ego-driven thing.
I don't have empirical knowledge of whether or not it works, but I can say as a guy that buys cars way too frequently, I don't purchase from these places where the GM is dressed up like Brittany Spears.
That's why the following campaign is so refreshing. There are no costumes, no screaming car salesmen, no repo man. They don't even show the product. There is a chimpanzee, however.
It's brand building. It says Suburban Auto Group is smart, funny, and values quality (as shown in the production values of the shoots, and the storylines).
They don't think you're an idiot that will be swayed by some doofus in a costume, or some windbag screaming about how he won't be undersold.
I'm sure this cost a bundle, but it was probably worth it.