Wrecking Ball Turns Up the Volume for Good Guys

A Bay Area boutique is hoping to break into bigger markets with a new radio campaign for Good Guys electronics, a California retailer with more than 75 stores on the West Coast.

Wrecking Ball, based in San Francisco, created four spots for the Alameda, Calif., retailer. They will break throughout the West Coast through the end of July. Spending was not released.

Agency officials said they targeted the spots at men 18-24 years old—a primary consumer group for high-powered stereos, stylish cell phones and other gadgets, according to the agency.

The spots celebrate loud car stereos and gadgety cell phones. “The older generation will cringe a little bit,” said agency business director Michael Olch. “Power is key to car audio for the younger generation, and cell phones are viewed as apparel. These fashion statements determine how cool you are.”

One spot opens with loud heavy metal music. A narrator explains that the music is playing on an Alpine CD player and Boston acoustic speakers, but adds that the components themselves aren’t as riveting as the fact that “the music is playing four blocks away.” He goes on to say, “Good Guys. Obsessed with power. Happy bumping.”

A second spot touts similar audio products and warns that they may damage windows. The narrator jokes that users may want to suggest that their neighbors install double-paned windows.

A third spot lists the features of a Motorola cell phone. “It works well with the chicks,” the narrator says.

Mary Doan, director of advertising for Good Guys, said the agency designed the campaign using input from store salesmen. “You have to find out why [young people] are so passionate about this technology and identify with this passion,” she said. “They helped us tap into this mind-set.”

Wrecking Ball also works with such clients as Martin Building and Cycle Group, a North Carolina company that sells cat litter.

The agency has $12 million in billings. This is its first assignment for Good Guys, which has $800 million in annual sales.