Shop at Burlington, and Never Awkwardly Discuss Your Fashion Sense in Public Again | Adweek Shop at Burlington, and Never Awkwardly Discuss Your Fashion Sense in Public Again | Adweek
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Shop at Burlington, and Never Awkwardly Discuss Your Fashion Sense in Public Again Silver + Partners to the rescue

After years of the hard sell, some regional and national retailers are actually trying to build brands. Last month, Men's Warehouse jettisoned its bearded chairman from its advertising (after jettisoning him from the company) in favor of a music-driven approach. And last week, Sleepy's put its first outside agency to work with playful new ads. Now, Burlington gets a brand makeover in a character-driven campaign from Silver + Partners.

Directed by Harold Einstein, TV ads feature adults in public spaces oddly voicing their internal thoughts about their clothes and what they represent. And while the clothes don't make the man (or woman), they may reflect his or her personality—at least according to the campaign. Each ad segues from a series of verbal thought balloons to pop-up images of clothes and a male voice that says, "Style says it all." Oh, and there's a bit of hard sell via on-screen copy that notes, "Up to 65% off department store prices every day." The tagline: "Style is everything."

The effort broke this week and follows a similar push by the retailer for back-to-school clothes in ads featuring kids speaking their minds—via internal voices, this time—as they view themselves (and their clothes) in the mirror. Best of that bunch: a boy in a striped shirt and jeans who thinks, "I'm about to go ninja in here," before he strikes a karate pose.

CREDITS
Client: Burlington
Campaign: "Style Says It for You
Agency: Silver + Partners
Chief Creative Director: Eric Silver
Creative Director, Copywriter: Ashley Marshall
Creative Director, Art Director: Jaclyn Rink Crowley
Managing Director: Michael Stefanski
Account Director: Lauren Pollare
Senior Producers: Chris Thielo, Terry Brogan
Production Company: Station Film
Director: Harold Einstein
Managing Partner: Stephen Orent
Executive Producer: Eric Liney
Editorial: The Now Corporation
Editor: Jesse Reisner
Executive Producer: Nancy Finn
Post, Finishing: Suspect
Managing Partners: Rob Appelblatt, Tim Crean
Director: Hoon Chong
Creative Director: Colin McGreal
Director of Photography: Evan Cohen
Producers: Tsiliana Jolson, Kevin Daly, Alexander Decaneas
Lead Animator: Damien Cho
Lead Flame Artist: Brendan O'Neil
Telecine: Co3
Colorist: Tim Masick

CREDITS
Client: Burlington
Campaign: Back to School
Agency: Silver + Partners
Chief Creative Director: Eric Silver
Creative Director, Copywriter: Ashley Marshall
Creative Director, Art Director: Jaclyn Rink Crowley
Managing Director: Michael Stefanski
Account Director: Lauren Pollare
Senior Producer: Chris Thielo
Production Company: Coverdale
Director: Amir Farhang
Executive Producer: Andy Coverdale
Editorial: The Now Corporation
Editor: Jesse Reisner
Executive Producer: Nancy Finn
Post/End Tag Animation: Hornet Inc.
Designer: David Hill
Executive Producer: Jan Stebbins
Producer: Cathy Kwan
Post/Finishing: Suspect
Producers: Tsiliana Jolson
Telecine: Co3
Colorist: Tim Masick
Audio Mix: Sound Lounge
Mixer: Tommy Jucarone
EP: Vicky Ferraro

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