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After eight decades in business, Grand Piano & Furniture was worried that a plan to change its name would confuse customers.
The Roanoke, Va., furniture retailer had decided to drop the word “piano” from its name since it hadn’t carried any for a number of years. To communicate the idea with style, the company’s agency, Yaffe & Co. in Southfield, Mich., came up with the idea of literally dropping a piano.
Yaffe created a memorable TV commercial in which a grand piano is dropped from the roof of the First Union Tower, Roanoke’s tallest building.
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