Circuit City suggests better service is what sets it apart from competitors in Foote, Cone & Belding's first campaign for the chain.
The strategy marks a return to the Richmond, Va.-based chain's message of about a decade ago, when spots were tagged, "Service is state of the art," said Fiona Dias, client svp of marketing. "We haven't talked about service in awhile, and it is a differentiation for us," she said.
FCB's work introduces the line, "We're with you," and pushes a similar message. "One of the things about brands, you look back and find nuggets that were strong and you strayed from them," Dias said about the emphasis on service.
Two ads, which broke this month, use humor to tout the client's service. In one, a man talks to a clerk about how DirecTV will allow him to have sports "24-7." The man's wife appears, and the clerk covers for him, saying, "You're right, sir. With DirecTV, you and your family can enjoy wonderful educa tional channels."
"Thank you," the man mouths as his wife lets the purchase go forward.
FCB got the bus i ness, for merly at TBWA\Chiat\Day in New York, in March without a review. The chain seeks an edge against electronics superstores and retail chains.
The client's billings when FCB won the account were estimated at $50 million, although the chain's total budget is about $400 million, Dias said.
Agency officials would not discuss the campaign.
Media, handled in-house, is aimed more at a male consumer, with heavy buys on networks such as ESPN.