auto family

Cavender West Texas consists of six luxury dealerships across Lubbock and Midland that are part of the Cavender Auto Family. They provide the best selection of new and used vehicles, and are dedicated to Making Confidence Happen for every customer and community they serve.




+ objective

The goal for this spot was to bring the energy and the Raider Power. It pulled at the heart strings of West Texans with shots of cotton fields and incredible TTU footage, but also brought an energy that "makes you want to beat your chest." It does an incredible job of selling the dream of West Texas and driving a luxury vehicle.


Video Production


Bronze ADDY - TV Spot
Group 271


We set out to create a video spot that was themed with football season, given that the majority of our West Texas stores are in Lubbock - a college community with a lot of Red Raider pride and spirit. We had purposely planned our local TV around sports programming, specifically college football, and wanted a TV spot that fit well with this audience. We utilized our partnership with Learfield/Red Raider Sports Properties to obtain some football footage, and compiled it with footage of vehicles, in the showroom, etc. Our script was centered around the West Texas worth ethic and inspiring confidence in viewers, because Cavender's mantra is Making Confidence Happen.


Centered around the worth and value of West Texas, we took a different approach to produce this car commercial. Like Cavender’s luxury vehicles, we knew our script should be chic and polished. The answer was simplicity. The result was a script that was the glue for the production. In fact, no car terminology was included in the making of this spot.


To effectively produce this spot, we utilized Cavender's Texas Tech Corporate partnership. Through them, we obtained football footage and paired it with epic footage of luxury vehicles. We targeted one of West Texas’s most passionate audiences—sports fans. Their pride and spirit rang out in the hard-hitting rock track which inspired confidence in viewers. Good thing, because now everyone knows “Confidence is Cavender."



When a client loves a project, that is certainly a win for us. When the community loves it, that is icing on the cake. Maybe the Addy Award was a little over the top, but we don’t mind the attention.