Here's my two cents.
I saw the Old Navy commercial again, and the first place prize was a crossfire coupe the second place prize was $50,000.

I personally think that this will make the car look more appealing/expensive because people will think if second prize is 50k then the car is worth more than 50k.

I think its working because this lady stopped me at the gas station saying "my son loves your show, can I get him an autograph". I scribbled on a piece of paper. LMAO (I wonder who she thought I was???).