Brookfield Car Dealership Spoofs 'Christmas Story' In Online Ad

BROOKFIELD, WI — A car dealership in Brookfield spoofed "A Christmas Story" in an online ad.

Staff at Soerens Ford of Brookfield, at 18900 W. Capitol Drive, were looking at the typical car commercials and thinking of ways to attract attention.

"We wanted to go another way to put a smile on people's faces instead of annoying them," said Curtis Piek, social media manager.

Piek said the average holiday car commercial shows a person getting a car for Christmas and highlights the monthly payment.

"We wanted to make someone laugh," he said.

Soerens Ford of Brookfield has been a family business since 1917 and is owned by Stephanie Soerens-Borkowski. She told Patch the team likes to come up with relatable commercials.

"Who doesn't love watching a fun movie during the holidays?" Soerens-Borkowski said.

The video recreates the famous "Oh fudge" scene where Ralphie, the dad, mom and brother Randy are singing "Jingle Bells" in the car. Suddenly the car breaks down as an exasperated mom declares they need a new car. She nudges Ralphie to help the dad look at the car.

"I think you should go to Soerens to get a new car," Ralphie said.

The dad asked him to repeat what he just said.

"Oh fudge," Ralphie said as he smacks his forehead.

The mom tells Ralphie good job about the suggestion. The end of the ad shows employees at the dealership hoisting Ralphie up as the family looks at a car.

Piek said the actors are employees of the dealership and that the two children are related to friends of Soerens-Borkowski.

They are played by Lucas Matola (Ralphie), Kane Matola (Randy), John Schultz (Dad) and Tami Hansen (Mom).

The commercial took only 25 minutes to shoot.

"We had tight timelines — people had to work or do something," he said.

Soerens-Borkowski said the recognition for staff has been great. John Schultz is a car salesman, and people have pointed out that they bought a car from him.

"It is relatable and includes staff that works here. When you walk in and recognize that face, it makes for a more comfortable environment," she said.

The dealership has a secret idea for next Christmas involving the beloved classic film starring Chevy Chase, Piek hinted.

Although if Soerens-Borkowski had her way, it would be from the film "Elf."

The film spoof wasn't the first for the dealership. They also created a "Poltergeist" advertisement for Halloween. Piek said a Soerens car salesman dressed up as "Carole Anne."

Piek said in the past advertising was simple as a billboard or an ad in the newspaper, but times are changing. Now, more emphasis is on social media.

"It is more about engagement and how you can build a relationship with new, old and future customers," he said.

The beauty of the "Christmas Story" ad is it appeals to different generations on newer platforms such as Facebook, Piek said.

"It sticks in your head," he said.