Cullman Liquidations (Middle-of-Nowhere Local Commercial)

Cullman Liquidations has clearly seen the rough side of life so it follows his is the place to find a used no-frills basic home and shelter. These guys have stood the storm and faced everything that life could throw at them. They know how to survive, how to protect from the storms and challenges that face the common man. The owner walks and points a lot, he talks in a gritty down to earth manner; the commercial doesn’t hide things, the message, “We’ve got nothing to hide,” is driven home constantly.

In the first shot the camera cuts to a billboard sign that has seen better days. Weathered and faded, it simply stands and does what it is there for: it delivers the message. As we read the sign “Cullman Liquidation Ctr,” we are introduced to the CEO and owner, Robert Lee, who says matter-of-factly, “I’m not gonna waste your time, I’m gonna tell it just like it is.”

Camera cuts to a used mobile home in route to its new destination as the voice-over continues, “These are mobile homes, not mansions.” . The guy from the Middle-of-Nowhere, Alabama invites customers to “come on down and git a home,” [pause] “or don’t, I don’t care.” Camera cuts to the interior view of a small room revealing a bare, uncovered, dirty, stained composite lumber floor, “They are used, some of them have stains. We cover that up.” You can expect the basics here, folks.

The commercial continues as the owner bares his soul to reveal the stains that life has made on him, “My wife’s boyfriend broke my jaw with a fence post,” we are told, delivery is deadpan, no expression, stated matter-of-fact. “A bouncer in Birmingham hit me in the face with a crescent wrench.” The implied message is repeated, “I’ve seen the rough side of life, have been to the college of hard knocks and have survived.” Who else to go to when basic shelter is needed?

The commercial ends by borrowing a victory shot the fans of Hollywood Westerns will appreciate. The 8 man team walks purposefully toward the future, together. Their confident strides speak of unity of purpose, solidarity and dedication. Camera fades as they burst into a run. A quote from Thomas J. Watson comes to mind, "Would you like me to give you a formula for success? It's quite simple, really. Double your rate of failure. You are thinking of failure as the enemy of success. But it isn't at all. You can be discouraged by failure or you can learn from it, So go ahead and make mistakes. Make all you can. Because remember that's where you will find success."