By Tanya Gazdik
DETROIT–Murray’s Discount Auto Stores has moved its estimated $5-10 million account to Yaffe & Co. and is putting creative presented by the Southfield, Mich., agency on the air this month.
Other shops that participated in the Murray’s review were Stone August Baker, Troy, Mich.; Wyse Advertising in Cleveland; and SBC Adver-tising in Westerville, Ohio, according to Tony Wasserman, director of marketing and advertising for the Belleville, Mich., retail chain.
Incumbent Kolon, Bittker & Desmond, Troy, Mich.,which had the account about a year, did not participate, said Wasserman, who joined Murray’s about six months ago.
The new campaign includes three humorous 30-second spots. The first aired last week in Detroit. Two other spots begin airing next week during sports broadcasting in Detroit and the four other markets where the chain’s 64 stores are located–Chicago, Cleveland, Toledo and Flint, Mich.–targeting males ages 18-49.
Two of the three spots were presented during the review, said Kathi Presutti, Yaffe executive creative director. They include a new themeline–‘We discount our prices, never our service’–which is being phased in to replace the old tag, ‘Super parts. Super people. Super prices.’
The spots feature what might appear to be post-production computer enhanced images, but were actually achieved during the shot using different rigs. In one spot, a Murray’s sales associate’s legs compress from the weight of all the product he is carrying. ‘They wanted outrageous creative, and that’s what we tried to give them,’ said Mike McClure, Yaffe creative director.
The new campaign works to create more of an image for the discount retailer, emphasizing the higher level of service it offers, said Michael Morin, Yaffe executive vice president and management supervisor.
Copyright ASM Communications, Inc. (1997) ALL RIGHTS RESERVED
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