A&G Breaks New HomeGoods TV

Allen & Gerritsen adds humor to the mix in its latest TV work for HomeGoods, a division of the TJX Cos. The effort expands on the “Life is how you decorate it” theme the shop unveiled last year.

The Watertown, Mass., agency targets women ages 25-54, and aims to entice new customers to visit the chain’s 115 stores nationwide. The new work also promotes specific events at the stores.

Framingham, Mass.-based Home Goods spends approximately $3-5 million annually on ads.

In one commercial, a woman is browsing the patio-furniture section. She is carrying, with great difficulty, a vase, pillow, flower pot and other products she’s plucked from a shelf. Finally, she grabs the entire shelf and takes it with her to checkout. A voiceover en courages shoppers to take advantage of the re tailer’s “summer purchasing event,” with savings of up to 60 percent.

The “Life is how you decorate it” tag closes out the spot.

“It articulates the joy and excitement of shopping at HomeGoods,” said A&G’s Andrew Lewis, group creative director on the account.

In addition to New England markets, the effort will run for several weeks in Baltimore, Detroit, New York, St. Louis and Los Angeles, the other major markets in which HomeGoods operates.

Spots will continue to roll out in upcoming months, co inciding with seasonal sales.

Other agency cre d its include art director Linda Santo mango, copywriter Bet tina Gillen and producer Matt Murphy.

Allen & Gerritsen picked up the business in January 2001 following a re view.

A&G launched its first campaign for the client last April, depicting how different life stages and seasonal changes affect home-decorating needs.

The HomeGoods account, along with other TJX assignments, was previously at Boston shop Holland Mark, which shuttered last fall. TJX chains T.J. Maxx and Marshalls handle advertising through Hill, Holliday, Connors, Cosmopulos, Boston.