Carli Lloyd ad campaign article
Full text of article by Peg Quann.
BURLINGTON TOWNSHIP — If Carli Lloyd wants a new career when she hangs up her soccer cleats, she’s a “natural” at television advertising.
So says Gus Staino, co-owner of Burlington Volkswagen, where Lloyd made her first TV commercial in July.
The ad has aired on several cable television channels, including those covering the Olympics.
“She was so great on the camera, so unbelievably friendly. She said it was the first commercial she’s done. She was good, and she wasn’t nervous,” Staino said. “We’re thrilled that she was so gracious, even to do it. … We’re so proud of Carli. We were humbled she would do it for us.”
As part of the deal, Lloyd also agreed to sign 50 soccer balls that the dealership is having manufactured. Staino plans to give them to people who buy or lease VWs. Their value has risen since she scored not one but two goals in the women’s gold-medal soccer match Thursday against Japan.
Steve Acito, the owner of Bluewire Media of West Berlin, Camden County, and Radnor, Pa., lined up Lloyd for the commercial.
Acito said his agency made a training video with another of her teammates from New Jersey, Christine Rampone, and later met with Lloyd. He knew the car dealership was looking for a local athlete to feature in a commercial.
Staino wanted Lloyd, saying the Olympian is a Jersey girl at heart.
“Carli really fit the bill,” he said. “She’s a product of Burlington County. She represents a lot of what the young ladies of the (area) are like. She’s intelligent, gracious … 100 percent young lady.”
Staino said Lloyd may be a great athlete but “doesn’t come off as a jock. … She’s a bright young lady.”
He was impressed by her questions about the dealership and Volkswagens, which her family members own.
Staino is managing partner with Wayne Hileman and Randy Lebowitz. The partnership also owns Burlington Kia and Burlington Chevrolet. In the 30-second spot, Staino asks the star how she got to be so good.
“Lots of practice,” the Delran native answers. “You know, I want to be my best, just like Burlington Volkswagen.”
Staino said the ad has generated 1,200 hits on the company’s website, including 300 within hours of the winning game.
Staino said even if the United States had lost, he was happy that Lloyd made the commercial.
Seeing her score both goals for the U.S. team in Thursday’s final, after her winning goal for the gold in the 2008 Olympics, was “only a bonus. We were in love with her anyway,” he said.
Peg Quann: 609-871-8057; email: pquann@phillyBurbs.com; Twitter: @pequann