C-K Furnishes Sauder’s TV Debut

Sauder Woodworking makes its first foray into television advertising with a campaign from Cramer-Krasselt that focuses on the need for furniture to accommodate personal computers.
The campaign runs through the end of March on syndicated programming and cable networks, including VH1, Comedy Central and A&E.
Executions take a humorous approach, showing a young slacker whose computer stand is an ironing board, and a home office so ergonomically incorrect it causes its user to walk in crablike fashion.
“Time for a real work station?” asks a voiceover. The tagline remains, “Good furniture, made possible.”
Research by the Chicago agency showed that as more people begin using computers, few think about furniture to efficiently carry the equipment, according to John Yoder, vice president of marketing and sales at Sauder.
The TV campaign is intended to boost brand awareness and motivate consumers to get their computer setups organized, C-K president and chief executive Peter Krivkovich said.
The Archbold, Ohio-based company, which markets its ready-to-assemble furniture through retailers and office superstores, spends about $6 million per year on advertising, according to Competitive Media Reporting. K