Mohawk Chevrolet TikTok Series Goes Viral
A screenshot of episode nine of “The Dealership,” a TikTok comedy series produced by Mohawk Chevrolet that’s generated millions of views.
BALLSTON SPA — A series of mockumentary-style TikTok videos produced by Mohawk Chevrolet in Ballston Spa have garnered millions of views, catapulting the car dealership’s digital team to national fame. And it all started with a thousand plastic ducks.
“We had an employee purchase like a thousand mini plastic ducks, and she was secretly putting them all around the dealership,” said Grace Kerber, a digital branding creator for Mohawk Auto Group. “We knew we had to make some sort of content with it.”
Kerber and her fellow creator Ben Bushen decided that the duck situation sounded like something that would happen on the NBC sitcom “The Office,” and so the Mohawk Chevrolet comedy series “The Dealership” was born.
The premiere episode was a hit, both on social media and with Mohawk’s staff. So Kerber and Bushen kept the series going. As of press time, they’d made nine episodes.
The videos quickly went viral, attracting the attention of national publications such as USA Today, Forbes, and the New York Post. The most popular video, episode five, has been viewed 2.8 million times.
The episodes are all improvised and star Kerber in the lead role. Bushen shoots, edits, and helps generate ideas for the series. The rest of the cast is made up of Mohawk Chevrolet employees, who are surprisingly funny for non-professional actors.
“We have a lot of big personalities,” Kerber said of her coworkers. “It’s not too hard to make something funny like this when you are surrounded by people who are so entertaining in their everyday life.”
Kerber said that social media is important to Mohawk’s work culture, so many of the dealership’s salespeople are eager and active participants in her series. “We never have trouble getting anybody to participate,” she said.
A new episode of “The Leadership” comes out every Tuesday on Mohawk Chevrolet’s TikTok page, @mohawkchevrolet, which has 126,000 followers and 1.1 million likes.
“We’ll keep making them as long as people want to watch them,” Kerber said. “We’re having a lot of fun with it.”