When Worthington prepared to make his TV debut, he conceived an ad that teased his rivals while also poking fun at himself. But instead of man’s best friend, he chose a gorilla, which appeared on camera acting very undog-like while chained to the bumper of a car.
"Speak, Spot," Worthington told the beast. The gorilla roared, the audience howled. And "business about tripled" after the commercials began airing, he said.
Worthington “was a marketing and advertising genius,” said marketing consultant and teacher Larry Londre, who grew up in Los Angeles appreciating the circus flair of the commercials. “He created what you would call a unique selling proposition. Instead of selling cars he sold a personality.”