Circuit City Returns to Service

Circuit City suggests better service is what sets it apart from competitors in FCB’s first campaign for the chain.

The strategy marks a return to the Richmond, Va.-based chain’s message of about a decade ago, when commercials were tagged, “Service is state of the art,” said Fiona Dias, senior vice president of marketing at Circuit City.

FCB’s work is tagged, “We’re with you,” and pushes a similar message. “One of the things about brands, you look back and find nuggets that were strong and you strayed from them,” Dias said.

FCB picked up the business, formerly at TBWA\Chiat\Day in New York, in March without a review.