EXPLOITING OLLIE

It’s sold dolls, home videos and anti-tank missiles--but can Olliemania move cars? Five San Diego Subaru dealers reported “the best sales in months” after a recent two-week Subaru TV ad run that parodied the Iran- contra hearings, says Rick Colby of Larsen Colby Koralek.

The L.A. ad firm produced the spot, which depicts a congressional prosecutor quizzing a heavily decorated soldier about a car rebate that the officer--whispering to his attorney--can’t recall spending. But Colby admits the scenario backfired for at least two other clients close to San Diego naval bases.

“One dealer got about 40 calls from military guys saying North should be President,” not parodied, Colby says. So far, the ad has aired only in California, but Colby noted inquiries from the BBC and Cable News Network, which earlier produced an Ollie home vid. Colby insists, however, the ad is topical--not political.

“The other choice was pit bulls,” he said, “but we couldn’t tie them in with rebates.”