Auto Lenders isn’t your typical used-car dealership. But you wouldn’t have known it from their advertising. So they turned to Machinery with a simple plea: Separate them from the shouting polyester-suited competition. We gave them a tone of voice as irreverent as their personality. And redid every (we mean every) piece of communication. Even down to the window sticker. Now, while every other dealer is having to shout louder and louder, Auto Lenders continues to beat their sales numbers month after month.