Arnold Unveils Fall Push for Talbots

BOSTON Arnold this week unveils a print and TV push for clothing retailer Talbots that extends the brand’s long-standing “It’s a classic” positioning.

A new spot, “Antique Store,” echoes the upscale themes and understated approach of other recent Talbot’s work from the Boston-based Havas agency. The latest commercial features a mother and daughter who pass an antique shop and take a liking to a ballerina figure in the window.

The spot is breaking on The Today Show and will run on national cable and in spot broadcast markets through mid-October. A print component is appearing in Oprah, Vogue and elsewhere.

Mary Webb served as creative director on the TV effort, working with copywriter Annie Finnegan and senior art director Sue Desilva. Luca Maroni and Deidre Hazelton respectively directed and produced the new commercial.

Hingham, Mass.-based Talbots spends $15-20 million annually on ads.