Jeff Sterns was a new general sales manager at a Cadillac and Land Rover dealership that needed a vibe boost. Enter Sean Marra, met through Michael Sterns....Jeff's brother. Sean was a creative guy at a local weekly newspaper. Charged with "make us relevant to the hip crowd", Sean came up with an ad campaign that included headlines like PLENTY OF LEG ROOM, PLENTY OF HEAD ROOM and LEATHER OPTIONAL using models that were local influencers in the hipster crowd. Finally after a weekly run, on week 12 the blond woman in the leather outfit (holding a whip) was replaced with a new unknown model.....and the ad would never be forgotten.