PGC Returns Dillard’s to TV in ‘Catch the Magic’

Over Thanksgiving weekend, PGC Advertising will break the first television work for Dillard’s department stores in nearly a decade.

The 30-second spot, “Catch the Magic,” shows mannequins coming to life and singing in a store window, while inside teddy bears wink and animated shoes tap.

The commercial will begin airing Nov. 23 in 30 markets in the Southeast, Southwest and Midwest.

Dallas-based PGC, an Omnicom agency, participated this summer in a competitive pitch for what was then a radio-only assignment. A handful of contenders were later invited back to look at extending the concept into television.

The “Catch the Magic” theme was already being used in-store and executives “wanted to see if it had potential beyond that,” said PGC creative head David Allen.

“When you get a phrase like that handed to you, you’re not going to go with a cynical, unemployed elf for Christmas,” Allen said.

“We see more of a return to traditional values going on and what we did was use 21st century technology to convey a traditional, childlike Christmas story,” he added.

Allen cited the client’s desire to “make a bigger impact” as the reason for its return to television.Representatives of Dillard’s could not be reached for comment.

The Little Rock, Ark.-based retailer posted a loss for its most recent quarter ending July 31, and reported that same-store sales dropped 6 percent in October.

The new commercial was shot in Dallas by director Nory Nevin of Stone Core Films. Other production credits go to creative director David llen, copywriter Kevin Byrd, art director James Logan and special effects house Reel F/X.

Dillard’s media account continued to be handled by Southwest Media in Dallas.