Troubled Wiz Back On The Air

The Lord Group’s first TV spots for Nobody Beats the Wiz use summertime vignettes with sour endings to encourage consumers to get out of the elements and into the store.
The creative positions the reinvigorated retailer as the single source for consumer electronics and such new offerings as tickets to sports events or Radio City Music Hall shows–courtesy of the chain’s new owner, Cablevision Systems Corp.
One spot begins with a young couple on a porch swing, gazing at what appears to be a starry sky. But after they kiss, the camera turns to reveal the blue glow of a bug zapper.
Another ad shows three 20-somethings watching fireworks. Suddenly, thunder leads to torrential rain. Each spot cuts to a voiceover which asks, “Having fun yet?” as a parade of athletes, Rockettes and electronic goods emerges from a Wiz truck.
Three spots broke last week, joining two others, along with radio and newspaper ads. While the budget was not disclosed, the client spent $3 million through March, per Competitive Media Reporting. The Wiz spent $70 million in 1997 before it went bankrupt. Cablevision purchased the chain in February.
Previous ads by Bozell Retail here used the tagline, “We know” to stress the expertise of Wiz staffers. Bozell resigned the account in October. Lord landed the business in May, after the Carteret, N.J., client talked to five shops, said Tasso Koken, the Wiz’s executive vice president of sales and marketing . –with Hank Kim