People don’t trust car dealers—in fact, they often dislike them. To change that, we set out to make Honda Dealers stand out by positioning them as genuinely helpful, symbolized by a simple blue polo shirt. We created TV spots showing customers benefiting from car dealers' assistance, flipping the usual narrative. In addition to the ads, we deployed teams in blue shirts across Southern California, San Diego and North Texas to perform real life “Random Acts of Helpfulness”. Before the campaign, SoCal Honda Dealers were outsold by Toyota 2:1 and outspent 3:1. Today, they've not only closed the gap but surpassed Toyota in sales, despite still being outspent. The success of the campaign has been so impactful that it’s been going strong for over 16 years.