The campaign doesn’t stop here. Imagine, your Dashboard Jesus as the spokesperson or mascot for Garmin GPS Systems.
Much like a celebrity endorsement, Dashboard Jesus would appear in print ads, TV commercials, and live in mascot form at various events, along with his hula ladies. The goal is to separate the image of Dashboard Jesus from the religious image of Jesus. While Dashboard Jesus is still preaching for you to find your sense of direction, he is implying to do so in more of a literal sense with Garmin GPS.