Target Audience:
20-35 Men/Women who have parents (Dads) with poor navigation skills.

Consumer Insight:
Driving with your parents can be stressful and unsettling when they have little or no navigational skills.

Strategy:
Convince Target Audience that Garmin offers the simplest solution to parents with no internal compass.

Concept:
Help Dad's sense of direction without hurting his sense of pride.

Reasons to Believe:
Garmin navigational GPS are simple point, touch, and drive.

You're never completely lost with Garmin,

You always know where you are.

Copywriting: Reed Sullivan

Copy: Give the gift of a Garmin, and help Dads' sense of direction without hurting his sense of pride.