Thomasville Goes Contemporary

McCarthy Mambro Bertino positions Thomasville Furniture as the place “Where style lives” in its first major image campaign for the client.

The effort breaks this week, with one 30-second television commercial featuring a 20-something couple reading a newspaper as they lounge on a leather sofa. A voiceover says, “Amazing what you can find in a sofa. There’s change. Keys. The remote. And if you’re really lucky, the reason you got married in the first place.” At the end of the spot, the woman, who has been playfully rebuffing her husband’s advances, cuddles with him on the sofa.

Campaign spending is bracketed at $10-12 million.

“People think of Thomasville as a North Carolina-based furniture manufacturer,” said Jamie Mambro, creative director at Boston’s MMB.