Austin-based Silvercar, which runs an airport car rental business composed entirely of silver Audis, has signed former Dallas Cowboys quarterback Troy Aikman as its company pitchman.
Aikman will be part of a new Silvercar marketing campaign, which includes the company's first TV commercial.
The ad features Aikman along with "30 Rock" actor Judah Friedlander and is a spoof on the hassles of traditional airport car rental.
In the ad, Aikman rents a car using the Silvercar app, allowing him to skip the line. Friedlander tells him, "I like to get on a big line, check in at the counter, walk through a few parking lots, find my spot number, fill out some paperwork and just take off."
The commercial, shot in Dallas, debuts this month on Viceland, Vice Media's new network.
Silvercar CEO Luke Schneider said Aikman was a great fit because he has been a Silvercar customer for more than two years.
"He used us when we first launched and just immediately connected with the company," Schneider said. "He connects with the demographic of our customer base and those who are potential customers as well."
Founded in 2012, Silvercar targets tech-savvy business and leisure travelers with its service, which uses wireless technology to connect customers with cars.
Instead of traditional airport counters and check-in lines, customers book cars using the company's mobile app and select and unlock their cars by scanning the vehicle with their smartphone. Cars are fully loaded and mobile WiFi.
Silvercar launched its first operation at Dallas-Fort Worth International Airport and has expanded to 14 markets, including Austin, San Francisco, Los Angeles, New York and Las Vegas.
In January, Audi led a $28 million investment in Silvercar. In addition to the German carmaker, investors in the deal included Facebook co-founder Eduardo Saverin and Austin Ventures. The company has raised a total of $60 million since it was founded.
The company has about 150 employees, including 50 at its downtown Austin headquarters at Seventh Street and Congress Avenue.
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