Finally, Ads for Discount Furniture That Don't Just Yell, 'Come On Down!'

Translation gives American Signature's brands a new voice

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IDEA: Ads for discount furniture aren't usually very funny—at least, not intentionally so. But Translation's new work for American Signature breaks away from the category's tired old direct response model and casts the product as a central player in quirky vignettes directed by a master of the absurd, Harold Einstein.

The company—which operates the Value City Furniture and American Signature Furniture retail stores—wanted to reinvent the brands yet reinforce their point of difference, which is "to have a true connection with our customers and make furniture shopping easy," said American Signature president Jonathan Schottenstein.

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