Circuit City Cranks Up Creative Review

Circuit City, a home appliance and consumer electronics retailer, is looking for agencies to handle creative duties on a portion of its advertising account that one source estimated in the neighborhood of $20 million.
Another source, however, said that spending could go as high as $70-80 million.
Circuit City, based in Richmond, Va., has 560 stores nationwide, began its search in January after New York based and four-year incumbent DeVito/Verdi won the Office Depot account, creating a conflict.
The agency’s recent television commercials in a campaign that emphasized the retail chain’s low, everyday prices, included one in which a classical music listener uses the volume on his boom box to blast a rock fan off of a park bench.
Another TV spot features a man crying to an aria because he paid too much for his stereo system, while a third shows a camcorder viewfinder framing a baby, who informs his proud parents they paid too much for their video equipment.
Circuit City is rated second in its category in nationwide retail sales behind Best Buy, headquartered in Eden Prairie, Minn.
Overall last year, Circuit City budgeted $472 million for media spending, but that figure included ads for its CarMax division, a discount auto retailer.
The company’s in-house agency will continue to handle media buying, according to sources.
A client representative denied the creative account was currently being reviewed.