Crafts Ad Shines

NEW YORK Crafty! This ad, one of three print executions in the first campaign for Michaels Stores from The Richards Group in Dallas, is a colorful storybook-style celebration of arts and creativity. The tagline: “Imaginate.” The mash-up of the words “imagination” and “create” offers an intriguing call to action. In this particular ad, a “beading diva” explains her compulsion to adorn all manner of objects with crystals and beads. “I’m not one for labels, just love good bling,” she explains in the rhyming copy, printed on a scroll that dangles beside her. She’s perched on a treasure chest overflowing with strings of beads. All in all, this execution glitters and gleams, feeling handmade and right on target for an arts-and-crafts audience. The campaign also includes TV, outdoor and radio ads.