Six new television spots for Super D Drug from Cranford Johnson Robinson Woods stress the short time it takes to shop at the drugstore with the tag, "Proud to be a small but important part of your life."
In a spot breaking Oct. 21, a father makes conversation with a teddy bear while waiting for his daughter to serve the afternoon's refreshment. Onscreen copy: "Two hours a week waiting for imaginary tea," then "Around ten minutes waiting for a prescription."
The work will run on cable and network stations in Memphis, Tenn., and Jackson, Miss. One spot broke earlier this month. The 30-second ads are expected to air for nine to 12 months—simultaneously as they break, then on a rotational basis, said client vice president of advertising Garret Sorensen.
The campaign marks the largest ad effort of parent company USA Drug of Pine Bluff, Ark. The company previously created ads in-house, but hired the Little Rock, Ark., shop to handle creative and media in a review this summer. The change was prompted by a desire to reach younger customers, Sorensen said.
Each spot includes scenes young families can identify with, like diaper changing and doll-house building.
"They're trying to define who they are as a company," said CJRW associate creative director Wade Mc-Cune. "Efficiency is really something they can hang their hat on as a brand position."
USA Drug operates 113 stores in seven states as four regional retail chains—USA Drug, Super D Drug, IKE's Deep Discount Drug and Hartig USA Drug.
The six commercials will air in Arkansas markets under the USA Drug banner.
A print campaign is planned for early 2003.
The slogan of the pharmacies remains, "America's low-priced drugstore."