Filene’s Creates Its Spring Fling

Filene’s Basement, the discount clothier acquired last year by Value City, employs animation and a jazzy jingle in its first advertising in nearly two years.

Broadcast ads will initially run in New England be-fore expanding into other markets in the Southeast and Midwest where Filene’s has stores.

Spending was not disclosed. The spring campaign, tagged “Because a great value never goes out of style,” was created by an in-house illustrators and art directors. TV, radio and magazine executions are included in the blitz.

“Basically, Filene’s Basement is back,” said John McKenny, director of advertising and marketing atthe retailer. “We produced a sophisticated piece aimed at consumers who want to buy designer clothes at good prices.”

Filene’s has no future plans to hire an advertising agency.

“I’ve got quality people [to work on the ads.] We’ve got an edge with this commercial,” McKenny said.

A 30-second television spot features the song “Orange Colored Sky,” first recorded in 1950 by Nat King Cole. The lyrics have been rewritten for the commercial and include the lines: “The basement’s the place for value./If you’re home or out on the town./Flash. Bam. Alakazzam./I never saw such styles./ … It’s the greatest store around.”

Filene’s Basement operates 20 stores in five markets: Boston, Chicago, New York, Washington, D.C., and Columbus, Ohio. The retail merchant sells primarily designer and brand name merchandise at discount prices.