Super Bowl letdown as Harrow’s Sellick Equipment misses glimpse of fame
2131 Roseborough Rd.
Harrow, ON N0R 1G0
Phone: 519 738-2255
Fax: 519 738-3477
http://www.sellickequipment.com
It wasn’t just Ram fans walking into work Monday disappointed with the Super Bowl.
Employees at Sellick Equipment in Harrow were excited to watch the big game’s commercials thinking one of the company’s forklifts was in a Jeep advertisement. But they never saw it because the ad didn’t run.
“We went from a high to a low,” vice-president Dave Sellick said Monday. “We almost had 15 seconds of fame.”
The Super Bowl buzz at Sellick Equipment started last week after a supplier in California who saw the Jeep commercial on YouTube emailed Thursday saying “you guys are going to be in a Super Bowl ad.”
“Because of the design of it we could tell right away it was ours.”
The company name isn’t visible in the ad but Sellick said is positive the yellow forklift is one of the Harrow plant’s rough terrain forklifts with tractor tires. Many auto salvage yards in the U.S. and Canada have that forklift and Sellick Equipment sells 400 to 500 of them a year, he said.
“Because of the design of it we could tell right away it was ours.”
Fiat Chrysler Automobiles debuted seven commercials online and in social media last week in its “Big Game Blitz” strategy but didn’t run any of them during the Super Bowl. One commercial for the new Jeep Gladiator has a yellow forklift in a scrap yard lift a vintage truck to be crushed but instead the new Gladiator busts out.
The Super Bowl turned out to be a boring game so Sellick said he stopped watching but kept an eye out for the Jeep commercial. It’s not that Sellick paid to be in an ad or would have had its name in the ad but people were pretty excited about the chance to be part of the Super Bowl night, he said.
“It’s a great ad and it shows an Essex County product.”
Sellick Equipment has 84 employees and is in its 50th year.
