ATLANTA Beber Silverstein Group has launched a new television ad campaign for PGT Industries, manufacturer of WinGuard impact-resistant windows and doors, the agency said.
It’s the Miami independent agency’s first broadcast campaign for the Nokomis, Fla., company since winning the account in a review last spring. The shop previously has produced print ads that have been running in trade publications and shelter magazines.
The TV ads were conceived and produced just weeks after the last of the four hurricanes ravaged Florida this year. BSG and the client wanted to advertise products that could resist most hurricane damage, as residents were receiving insurance checks to repair their homes.
In the two 30-second spots, BSG shot homes that had been boarded up with plywood and abandoned as the hurricanes approached. The shop added copy to the more familiar messages that many residents spray paint on the plywood. Along with lines such as “This is a Category 5 pain in the neck” and “Good riddance Charley, Frances, Ivan, Jeanne and plywood,” the agency added, “Need water, ice and WinGuard windows.”
The ads began appearing earlier this month on the top-rated local news programs in seven Florida markets: Fort Myers/Naples, Jacksonville, Pensacola, Orlando, Panama City, Tampa/St. Petersburg and West Palm Beach. The campaign will air until Thanksgiving.
BSG Produces Post-Storm Pitches for PGT
