P+S ‘Untangles’ Minds in Debut Ads for Tweeter

BOSTON Consumer electronics chain Tweeter said it is preparing to unveil its first campaign from Partners + Simons.

The work introduces the tagline “We can untangle your mind” and is set to debut on Sunday. TV spots from the independent agency in Boston also feature the classic rock song “Alright Now” by Free.

Ads are intended to underscore the ease of the Tweeter shopping experience and the expertise of its sales staff at a time when everyday obligations can bring added stress to customers. In the executions, people are shown struggling with tricky aspects of electronics purchases (too many remotes, complicated wires to hook up) that Tweeter staff can help them master.

“Consumers want to work with people who are knowledgeable, honest and approachable, all of which comes through in the broadcast campaign,” said Mark Richardson, chief brand officer of the Canton, Mass.-based client.

The new line replaces “Just sit back and enjoy,” which had been developed by former Tweeter agency McCarthy Mambro Bertino in Boston. Tweeter and MMB split in September, and the client hired P+S for ads a few weeks later [Adweek Online, Oct. 1].

Blitz Media in South Natick, Mass., handles media duties.

Tweeter said it will spend $50 million on marketing next year; that figure includes TV and radio, print inserts, catalogs, direct mail, public relations and research.

The client, which operates nearly 200 locations nationwide, spent $6 million on measured media through July, and $12 million last year, per TNS Media Intelligence/CMR.