Pier 1 Ads From Deutsch Spark ‘Interest’

NEW YORK Pier 1 will launch a national campaign next week that stars products over celebrity endorsers.

The effort, the first for the company via Interpublic Group’s Deutsch in New York, will include TV, radio and print, which all feature a new tagline: “Life more interesting.”

The spots, which include two 30-second and two 15-second commercials, will air during 11 of the top 15 prime-time network shows and on 10 of the top 15 cable networks, per the company. Previous efforts starred Kirstie Alley and Thom Filicia, but this campaign has no celebrities.

The spots incorporate animation, beginning with abstract images based on the colors and patterns of a Pier 1 product, which evolve to reveal the items that inspired them: an Indian rug in one, a Tibetan-themed nightstand in the other.

Spending for the new campaign was not revealed. Pier 1 spent about $60 million on ads in 2004, per TNS Media Intelligence/CMR.

“We have more media weight behind this new campaign than anything we’ve ever done,” Phil Schneider, Pier 1’s evp of marketing, said in a statement. “We have really high expectations and really believe it is going to help the turnaround of our business.”

—Brandweek staff report