They're Too Kind to Customers

“Absurdly friendly. Incredibly helpful” is the tagline in BaylessCronin’s first advertising for Alabama Power Appliance Sales Centers, a division of Southern Co.

The campaign is based on the strategy that won the Atlanta shop the $4 million business late last year.

Three 30-second television spots, shot at the client’s flagship store in Birmingham, Ala., exaggerate the helpful sales staff’s willingness to please customers. The commercials were directed by Sam Crawford of Mom-o-Rama in Atlanta.

The retail stores, located at the utility’s bill-payment sites throughout Alabama, compete with outlets such as Best Buys and Wal-Mart.