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Do-It-Yourself Web Resource Veers From the Straight and Narrow
SAN FRANCISCO–A major concern for advertisers these days is how to write spots for dot-coms that may be competing with numerous rivals.
Butler, Shine & Stern thinks it has found the answer.
In a new campaign for do-it-yourself resource HomeWarehouse.com, the Sausalito, Calif., shop tries to distinguish the startup with a touch of irreverence.
“Everybody out there is just announcing that you can buy stuff on the Web or get advice on a project but nobody is really out there putting a spin on it,” said agency principal and creative director Michael Shine.
Instead of emphasizing knowledgeable staffers or durable merchandise, the three 30-second TV spots breaking in Seattle humorously show how the online store can reduce shopping stress.
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