An Interview with Larry Kirchoff, All Star Mechanical about his social-justice ad campaign
Interview with Larry Kirchoff, All Star Mechanical
Larry Kirchoff, owner of Lansing’s All Star Mechanical is no stranger to speaking out for racial and social justice issues. His semi-famous City Pulse ads, calling attention to the racial and social inequities both here in Lansing and nationally, have earned him a spot as one of the most outspoken social justice small business owners in our community. In the latest series of video ads, All Star Mechanical tackles white supremacy and the plot to kidnap Michigan’s governor, all while poking fun at the perpetrators of these acts.
Q: What were the reasons you wanted to tackle these serious issues in these funny ads?
I guess I can’t get over the fact that there are still so many people out there who either support this, or act like this is normal, and I want to keep the spotlight on it and let people know that they are not alone and while putting these ads out there may not change the minds of those who support this, it is important to keep resisting.
Q: In the spot entitled “Gravy Seals”, a group of men hiding in their basement wearing tactical gear plot to kidnap the governor and end up burning books to stay warm. When the lights turn on by the lady of the house, they’re all middle-aged guys in tropical print shirts standing around hand-drawn map drinking beers. Tell us about this spot?
I feel like this story should scare the hell out of everyone because these guys could be your neighbors. While many trolls do hide out in their basements cosplaying their fantasy’s, all too often, they have the means to attempt to carry out these types of plots. I am just thankful they weren’t the brightest bunch, and they were caught before they could hurt anyone.
Q: In this spot “tired of burning books to heat your home? Call All Star Mechanical today” as the call to action, which is funny. Tell us why you chose this angle to poke at the absurdity of these characters in the ad?
Honestly, I was just trying to find a way to make an ad that would stick out. I reached out to my followers on social media, and that was one of the ideas from someone in my circle. Once I heard it, I knew it needed to be turned into something amazing, and now it is. Myself and the guys from Biddle City Project invited people to collaborate to come up with a story line that fits, and what you see as the final product is from months of discussion.
Q. In the spot entitled “MAGAT Neighbors”, the next door neighbors are celebrating Trump’s win with obvious white nationalist language, garb and gear, while the African American neighbor looks in on the action through the blinds. When they raise a white cross, we get the idea. Tell us about this spot?
Originally, I had it in my head that we would have one spot that would say “Tired of burning books and crosses to heat your home?” but through brainstorming, we decided that it would actually make it more suitable to create two ads, one for summer HVAC marketing, and one for winter HVAC marketing. The story line just evolved quite easily, as I think it depicts a large portion of Trump’s base.
In this, it’s “too hot outside? Call All Star Mechanical” as the call to action in this spot. Tell us more about this spot and its message.
People who aren’t seen as the default in the United States are certainly going to be impacted by the policies of this administration. I wanted it to have a sense of reality. Particularly, African Americans have had to deal with these types of MAGATS, and frankly, the response of the actor is pretty spot on, as if to say “here we go again, pack your bags honey, time to go”.
Q: You’re not afraid to call attention to these very serious issues but in a humorous way. How have your clients responded to your ads (a previous series with a similar angle)?
As far as the filmed ads, this is the most direct we have been yet. I love it. I am more of a writer, but I am so pleased to work with these guys to create these, and I do think our customers love it too.
You can see these ads by clicking the links above to visit the All Star Mechanical YouTube channel or watch them below:
