‘Fan Mail’ Pours Into Casablanca

McKinney & Silver Pens Consumer Praise in ‘Letters’ Campaign
ATLANTA–The Casablanca Fan Co. shares some faux mail compliments from satisfied customers in a quirky new print effort breaking this month in several consumer magazines aimed at the affluent.
The advertising–part of a five-year, $10 million commitment by the client–was created by McKinney & Silver in Raleigh, N.C.
The “Letters” campaign consists of a series of what appears to be correspondence from Casablanca fans, each with a humorous twist.
One letter is directed to a real estate agent who showed a house next to an airport and near “an alleged cult group.” If the home seller will leave the Casablanca fan, however, the buyers will take the house and immediately forward a huge down payment.
Another missive, this one sent to an chic art gallery, explains that the writer is returning Van Gogh’s well-known Sunflowers painting because it clashes with his Casablanca fan. He goes on to request a refund check in the amount of $3,315,000, his payment for the masterpiece.
A third letter explains the terms of a divorce in which one party gets all the valuable possessions (homes, cars, art, jewelry) while the party of the second part simply wants the fan.
The print series is meant to reinforce the company’s claim of offering “The world’s finest ceiling fan.”
The agency toyed with the idea of changing that descriptor, but ultimately decided the line, which the client has used for some time, was the best choice.
“These fans have incredible style,” said McKinney’s Stuart Westland. “They’re more than fans. It’s like adding a piece of furniture to a room.”
The ads will begin appearing this month in periodicals like Architectural Digest, Esquire, Metropolitan Home, The New York Times Magazine, Smithsonian and Southern Accents.
“These fans can cost hundreds of dollars,” Westland said. “Obviously, we’re aiming at folks who can afford this, the more premium furniture buyer.”
Agency staffers earning campaign credits include creative director David Baldwin, art director Paul Blade, copywriter Andy Carrigan and account supervisor Westland.