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.