Butler Crafts Campaign for HomeWarehouse.com | Adweek Butler Crafts Campaign for HomeWarehouse.com | Adweek
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Butler Crafts Campaign for HomeWarehouse.com

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Do-It-Yourself Web Resource Veers From the Straight and Narrow
SAN FRANCISCO--A major concern for advertisers these days is how to write spots for dot-coms that may be competing with numerous rivals.
Butler, Shine & Stern thinks it has found the answer.
In a new campaign for do-it-yourself resource HomeWarehouse.com, the Sausalito, Calif., shop tries to distinguish the startup with a touch of irreverence.
"Everybody out there is just announcing that you can buy stuff on the Web or get advice on a project but nobody is really out there putting a spin on it," said agency principal and creative director Michael Shine.
Instead of emphasizing knowledgeable staffers or durable merchandise, the three 30-second TV spots breaking in Seattle humorously show how the online store can reduce shopping stress.
One spot starts with a young boy talking about his father's trip to a home center to find a wrench. As the spot progresses, the boy's descriptions of the trip are bleeped out.
In another ad, a woman bemoans how her husband spends so much time at the home improvement shop. As she looks through a printed insert from HomeWarehouse.com, she says her husband could be at home more if he shopped on the Net--and that he could even replace the pool boy, "Sven." As she considers the thought and looks at Sven, she throws the catalog in the garbage.
The work "got a good reaction from the client, and the early results were really positive," Shine said.
The San Mateo, Calif.-based client could roll out the ads in other markets soon.