Doner Readies First Work for Circuit City

DETROIT Doner on Oct. 3 will launch its first work for consumer electronics retailer Circuit City since winning the account in June, a client representative said. The effort introduces a new tagline, “Just what I needed,” and TV spots will feature that 1978 pop song by Boston band the Cars. The previous tag was “We’re with you.”

The client spent about $210 million on ads last year, with $150 million spent on broadcast efforts, per Nielsen Monitor-Plus.

Ads from the independent shop in Southfield, Mich., will include “a consumer with a problem or an issue that we’re able to help resolve. Some of it takes place inside the store, some of it in a studio setting,” said client rep Jim Babb. The campaign will also introduce a customer rewards program, Babb said.

The campaign will also utilize print, Internet and in-store efforts, as well as a Hispanic advertising component.

Doner won the account in a review; Foote Cone & Belding in Chicago had previously handled the business [Adweek Online, June 8].

Circuit City disclosed its most recent financials on Friday, losing $11.9 million in the second quarter ending Aug. 31, a smaller loss than expected, and an improvement over last year’s second-quarter loss of $129 million.