There was a time when "Certified Pre-Owned" didn't mean anything. And that happened to be when we were tasked with advertising the Certified Pre-Owned BMW.
Of course one's knee-jerk definition of this car would be to call it, "used." But that's not the word that comes to mind for its owners.
They love this car. They daydream about it. They obsess over it. Just as any new car owner would when they finally get to drive the car of their dreams. So instead of highlighting the stringent inspection process each car has to pass, (the brief the client gave us), we gave them a campaign that tapped into the feelings that CPO BMW owners have for their cars – which are precisely the same feelings new BMW owners have for theirs. This campaign was so successful it ended up hurting new car sales. Fortunately, that wasn't our problem.