Grand Ledge - Rows of clean cars sit gleaming in the sunlight, a balloon tied to each for additional appeal. A camera crew readies its equipment, ensuring lenses are secure and all systems are working properly.
Everything is set for a standard, everyday car dealership commercial - and then the cowboys come out.
"I need some salesmen behind me," says Terry Hanks, owner and manager of Sundance Chevrolet in Grand Ledge, as he leads his horse out among the vehicles. Clad in a cowboy hat and boots, Hanks directs his employees to fill in behind him.
"Let's turn that camera on and see what happens," he says, climbing up into the saddle. Joined by his 27-year-old daughter Terrah Hanks, Terry Hanks adjusts his hat and signals he is ready.
Patrick Hughes, producer of Hanks' commercials, points at the two and the show is on. With an ear-to-ear grin and booming voice, Hanks launches into his ad with the energy and personality that's endeared him to many area residents.
"Hi out there folks, Terry Hanks from the Sundance Stores," he begins. Without the aid of cue cards or a script, Hanks proceeds to inform viewers of the deals they can find at Sundance. The only direction is Hughes' signal when five seconds remain.
Filming begins on the next commercial almost immediately after the first, and within a few minutes, Hanks has recorded several 30-second commercials focusing on various aspects of his dealerships.
"You can't stop him once he gets rolling," Hughes said.
During one point in the process, Hanks leads his horse inside for a shoot. After hearing a phone ring, the horse startles and kicks at the camera tripod, frightening bystanders.
"Keep that camera rolling," Hanks shouts. After calming the animal, Hanks grins and looks at the wide-eyed spectators.
"You got that one on tape didn't you?" he asks, prompting laughter from everyone in the room.
Aside from Sundance Chevrolet, Hanks also is the owner and manager of Sundance Buick Pontiac GMC Inc. in St. Johns, as well as Sundance Riding Stables in Grand Ledge. He got his start in the car business as a salesman and began Sundance when he purchased the dealership that is now Sundance Chevrolet in 1981.
Hughes, who works with other car dealers, said Hanks' unique ad-lib style and western themes are a far cry from average dealer commercials, often hosted by men wearing neat suits who spout canned phrases.
"It's a lot less formal than the things we do with other dealers," he said, adding that Hanks' style adds to the appeal of his commercials.
"It's really direct and from the heart," he said. "He's not reading lines, he's not reading cue sheets. It's not some prepared statement; it really comes off as being believable."
Hughes said Hanks' on-camera personality plays a large part in the effectiveness of his advertisements.
"The enthusiasm is just so important, it's infectious," he said. "Customers see that enthusiasm and say, 'Wow, something's really happening here. This is a fun place to buy a car.'"
Associate advertising Professor Janice Bukovac-Phelps said Hanks' commercials work because of the image he creates.
"From the persona standpoint, he's entertaining, he's approachable, he's friendly - people just have to smile," she said.
Bukovac-Phelps added that the success of Hanks' commercials, considering their low-budget and ad-lib style, is rare.
"People try to do that, get in front of the camera, and it turns out not so great," she said. "They don't have a clue how difficult it is."
Hanks said truth is a big part of the appeal of his commercials.
"What you say has got to be what they're going to get," he said. "As long as you let them know where you're at and why they ought to come see you, it works."
Hanks maintains his energy and enthusiasm after the camera has been switched off, and his employees said this helps them do their jobs more effectively.
"His excitement makes things happen," said John Viselli, general manager of auto sales. "Everybody catches on to it: the salesmen, the managers. After you've been around him a few months it just catches on - it's leading by example."
"I just have fun in the car business; it's a fun deal for me," Hanks said, adding that the most enjoyable part of selling cars is meeting the various customers.
"You meet all the people, get a good cross section of the public."
With his ads commonplace on television, Hanks said he is recognized frequently as he goes about his business in the Lansing area.
"It's fun when the kids come up and want an autograph, want you to sign their little napkin or something," he said. "It's a real honor to me."
