i was in a carmax yesterday for the first time in ever. it was a great brand experience overall - excellent web usability on both computer and mobile, and the phone script seemed as natural as they come... but the brand's highlight came inside the showroom, where they've placed a perfectly fine looking car in the front and center spot. the twist is, the car's not for sale. instead, it's accompanied by a photo of that same car after being badly damaged in a wreck, with copy explaining why it's not the kind of car they would sell at carmax.
the fact they took up that much valuable real estate to make the point made the point far more believable than if it'd simply been stated. even if it'd been in italics.