Rent-A-Center Hits Network TV

Rent-A-Center switches from local promotions to a national branding effort with its latest campaign from Brann Forbes.

Thirty- and 15-second spots began airing last week on national network television.

Both ads continue to use Rent-A-Center spokesperson and Fox’s National Football League broadcaster, John Madden.

But unlike previous ads, which focused on specific sales promotions, the new work attempts to create an affinity for the chain by prominently featuring Madden in a humorous role. In one spot, he good-naturedly prevents store clerks from using his signature “Boom!” exclamation.

“As we began running national TV last year, we knew we would reach people who are unfamiliar with Rent-A-Center and the rent-to-own concept,” said Ann Davids, vice president of advertising at Rent-A-Center.