Euro Retail Personalizes R-A-C Appeals

DALLAS Euro Retail is launching a campaign for Rent-A-Center that includes four TV spots designed to provoke an emotional response from consumers, the client said.

The new effort represents a shift in message from last year’s campaign, company executives said.

“The 2004 campaign was about how Rent-A-Center excelled at fulfilling wants and needs,” said Ann Davids, vice president of marketing and advertising. “It carried an informational message of superior products and payment options. This new campaign revolves around the idea of the richer life experiences that our products deliver, and its appeal is much more emotional.”

General market spots “For You” and “Leadership” and Hispanic spots “Computer” and “These Things” were created under the supervision of chief creative officer Anthony Massa and creative director Michael Piekarski, the agency said. John Mathis at Moving Pictures in Dallas led the production.

The commercials build emotion by depicting real-life situations, Massa said. “They build on Rent-A-Center’s earlier ‘How we do what we do’ message by focusing on ‘Why we do what we do,'” he said.

Matt Smith was senior copywriter on the project, working with producer John Mathis, production company Rocket Productions of Dallas and director Anibal Suarez. Moving Pictures Editorial, with Travis Porter doing the sound mix, edited the spots.

Campaign spending was not disclosed. R-A-C spent $26 million on advertising in 2004, per Nielsen Monitor-Plus

Both the client and the agency are based in the Dallas suburb of Plano, Texas.

Euro Retail is part of the Euro RSCG network, specializing in retail clients such as Pizza Hut, Long John Silver’s and Footlocker, among others.

With more than 2,800 company-owned stores in the U.S., Canada and Puerto Rico, R-A-C offers rent-to-own plans on home furnishings, appliances and other goods.