Nail Puts a Fresh Spin on Alperts TV

BOSTON Nail Communica-
tions this week breaks new TV work for Alperts Furniture, one of the independent agency’s signature clients.

A quartet of 30-second spots from the Providence, R.I., shop continues the campaign’s humorous tone and “Time for new furniture?” tagline introduced five years ago. Each commercial shows average consumers bedeviled by furniture-related problems. Seekonk, Mass.-based Alperts is positioned as having the solution.

The ads run through February and represent an effort by the shop to put a fresh spin on a familiar campaign that’s become something of a cult favorite in Rhode Island, the agency said.

The client spent $3 million on ads in 2002 and $3.5 million through August of this year, per TNS Media Intelligence/CMR

Agency partner Brian Gross served as creative director on the campaign, working with copywriter Ariel Broggi and art director Keith Manning. Jonathan Bekemeier directed.