Uncovering The Hidden Truths

HMS Has Fun With Lingerie Retailer’s Ads
CHICAGO–HMS Partners’ newest client is small, but that’s only right.
UnderWearhouse is a Miami retailer selling discounted name-brand women’s lingerie, swimwear and hosiery.
The Columbus, Ohio, agency has completed development of a total marketing program for the retailer that began with logo design and culminated last week in an inaugural print and direct mail campaign.
Newspaper ads, tagged “Next to nothings for next to nothing,” play off some famous names in the news. In one ad, for example, lacy women’s panties labeled “Anne” are paired with boxer shorts labeled “Ellen.” In another, photos of both are labeled “Marv.” Another contrasts the underwear preferences of Democrats (flowered), Republicans (plain) and independents (very small).
“The photo shoot was hell,” deadpanned Steve Fechtor, HMS executive creative director, “but [art director] Rocco Volpe and [copywriter] Mark Borcherding survived. Miami’s a different, very fun market, and they managed to have some fun with the concept.”
The chain has growth plans beyond Miami, and HMS hopes to extend the campaign accordingly.