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Service Merchandise resurrects a theme from a previous campaign in upcoming work from Lighton Colman.
“America’s leading jeweler” returns as the retailer’s tagline after a hiatus of nearly four years, replacing the “At your Service Merchandise” jingle. Going back to the older line ties into the Brentwood, Tenn., retailer’s plan to reclaim its position as a jewelry authority, agency executives said.
Two 30-second and two 15-second TV spots break regionally May 1, said Liz Brohan, the Chicago shop’s partner and account service director.
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