Bradlees Spots From W.B. Doner Revisit Theme

Humorous TV Campaign Promotes Discount Chain’s One-Day Sales
BOSTON–Bradlees has unveiled a television campaign promoting the discount department store chain’s one-day sales.
Created by W.B. Doner & Co. in Southfield, Mich., the humorous ads use extreme examples of consumers’ money-saving efforts in an attempt to drive traffic to the stores’ sales. Four 30-second spots broke last week in Boston; Hartford, Conn.; New York; and Philadelphia.
Ames Department Stores, one of Bradlees’ main competitors, has used a similar tactic, encouraging potential customers to take advantage of its one-day sales.