Bassett Puts Furniture Buyers at Ease

ATLANTA Frederick Swanston concentrates on pleasing people in its new campaign for Bassett Furniture Industries.

In television spots that launched last weekend, the Atlanta shop said it hopes to set the retailer apart from its competitors. Two 30-second commercials directed by Clay Peres of Dallas-based Lankford Films show couples purchasing furniture at emotional times in their lives. “Adoption” features a couple that has been approved to adopt a young girl. The parents-to-be go to Bassett to purchase a bedroom set that matches one of the girl’s drawings.

“Hand Me Down” presents a young couple that has moved into a new home. The couple’s parents offer to give them their old furniture. The two hurry to Bassett and purchase furniture to the surprise of their visiting parents.

Bill Swanston, president and creative director at Frederick Swanston, said he wanted to create a campaign that was different from what most retailers are doing.
“We turned the camera around to focus on the people and how their lives are influenced by Bassett,” he added.

Each spot includes “You’ve never bought furniture like this before” as a tagline and ends with onscreen copy that states, “Flexible financing. Free design help. Fast delivery.”

Bassett president and CEO Rob Spilman said that people buy furniture at emotional times, and the company wants to put consumers at ease. “Furniture is the third-largest purchase that people make,” he added. “Bassett wants to take the fear out of buying furniture.”

Bassett products are marketed and sold nationally through Bassett Furniture Direct locations, At Home With Bassett, Five Star and other furniture and department stores. The new ads have been distributed to each of Bassett’s more than 70 retail sites and will run locally in each market through the rest of the year.