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A new, in-house image campaign for QVC shows real-life QVC employees revealing how the company ensures quality behind the scenes.
The three 30-second spots--two broke recently and one is slated for May--are running on local spot cable and nationally.
One ad shows John Hunter, svp, customer services, at the West Chester, Pa., home-shopping channel. Hunter explains how he protects customers' privacy and keeps them from getting junk mail and annoying phone calls--like the ones he gets during dinner.
Another has producer Kim Sullivan describing the unpredictable nature of QVC's live programming, exemplified by a QVC host who runs outside to test a kite.
The campaign's premise is to show QVC from the inside and the people who work there, said Doug Rose, marketing director.
Art director David Orr and copywriter Matthew Finio make cameos in one commercial.
Orr said one challenge was to make sure the staffers in the spots came off as interesting real-life people--not as actors.
--Simon Butler