Safelite Chooses Tech to be Spokesperson for Upcoming Television Ad Campaign
September 2, 2009

Safelite AutoGlass® announced today that it has chosen Erik Schumacher, a technician from Des Moines, Iowa, to become its American spokesperson for its upcoming national television ad campaign. The campaign is scheduled to start in September. (CLICK HERE for related story.) (

Though 16 technicians originally applied to star in the ad, Schumacher wasn't one of these; his general manager entered him into the running without telling him.

"He told me to expect a phone call from an ad agency," says Schumacher. "I was pretty surprised."

After a phone interview with the agency, Schumacher was asked to submit a homemade audition video.

"My wife and I had a lot of fun with the video," he says. "I didn't think they would take it seriously."

However, Schumacher was soon chosen as one of three finalists who traveled to the company's headquarters in Columbus, Ohio, for screen tests-after which he was chosen "as the technician who would demonstrate how a chip in a windshield can turn into a crack by going over a speed bump," according to a statement from the company.

The spots, consistent in all eight countries in which Safelite's parent company, Belron, does business, feature actual vehicle glass technicians demonstrating how chips can turn into cracks, and walking the viewer through the benefits of vehicle glass repair, according to a press release. The U.S. spots were shot over two days in Columbus.

The ads will be shown in very heavy rotation for two weeks.

"This has been a great opportunity," says Schumacher, who has been with the company for 10 years. "It will be really interesting to see the ad when it comes out, because so much work went into it. I'll never watch TV the same again."

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