The agents could be moving through Any Airport USA as they hand off the newspaper that conceals the key to the locker that holds the briefcase with the secret document inside.

Music pulses and suspense builds until the last agent retrieves the case and reveals the treasure, the new J.D. Power automotive ratings.

Then he heads out the door marked 617, thus revealing another mini-mystery in the 30-second Vehix.com spot by Denver- based Morey Evans Advertising - the blue circle around the number gives away the agent's location as Denver International Airport.

The national spot, airing in 63 markets with 29 million households, was indeed filmed in Denver, as was the second installment, which tracks the briefcase and the agent through a snowy downtown.

"We shoot a lot in Denver," said agency creative director and Executive Vice President Tom Evans. "We get national-caliber production here in town, and it's more efficient for our clients."

In fact, since opening shop here in 1998, Morey Evans has only ventured outside the market to shoot a "handful of spots," he said. The agency also boasts some Denver clients, including Good Times Burgers & Frozen Custard and Metro Brokers.

The latest Vehix.com campaign highlights the next generation of online buying guides, also created by Morey Evans. The guides integrate J.D. Power and Associates data on 2007 models into a video presentation that allows viewers to click on the chapters they're interested in.

Using the guides, viewers can start with a broad category such as "2007 hybrids," then get as much general or brand-specific information as they need.

"We had one version we did last year, but it wasn't nearly as extensive as the one we have now," said Kerry Lehtinen, vice president of Salt Lake City-based Vehix.com.

Ken Garff Automotive Group in Salt Lake City started Vehix.com in 1996 as an early Internet portal designed to ease research for car buyers, Lehtinen said.

Today, it boasts a busy Web site that also lets consumers research used cars and order Carfax reports. The privately held company doesn't reveal how much it spends on its ad campaigns, but it does acknowledge the Denver agency's contributions, Lehtinen said.

"A lot of our ability to be ready for what's coming around the corner we get from the agency," he said.

forgrievej@RockyMountainNews.com or 303-954-5191