HomeGoods Begins Summer Push

Allen & Gerritsen adds humor to the mix in its latest television advertising for HomeGoods, a division of the TJX Cos. The effort expands on the “Life is how you decorate it” theme the shop unveiled last year.

The Watertown, Mass., agency targets women, 25-54, aiming to attract new customers to the chain’s 115 stores nationwide. The new work also promotes specific events at the stores.

Framingham, Mass.-based Home Goods spends about $3-5 million annually on advertising.

In one commercial, a woman is browsing the patio-furniture section. She is carrying, with great difficulty, a vase, pillow, flowerpot and other products she’s plucked from a shelf. Finally, she grabs the entire shelf and takes it with her to the checkout counter. A voiceover en courages shoppers to take advantage of the re tailer’s “summer purchasing event,” with savings of up to 60 percent.

The “Life is how you decorate it” tag closes the spot.

“It articulates the joy and excitement of shopping at HomeGoods,” said A&G’s Andrew Lewis, group creative director on the account.

In addition to New England, the effort will air for several weeks in Baltimore, Detroit, New York, St. Louis and Los Angeles, the other major markets in which HomeGoods operates.

TV spots will continue to roll out in upcoming months, co inciding with seasonal sales.

Other agency cre d its include art director Linda Santo mango, copywriter Bet tina Gillen and producer Matt Murphy.

A&G won the business in a January 2001 re view.

The agency launched its first campaign for the client last April, depicting how different life stages and seasonal changes affect home-decorating needs.

The HomeGoods account and other TJX assignments were previously at Boston’s Holland Mark, which closed last fall. Hill, Holliday, Connors, Cosmopulos in Boston handles advertising for TJX chains T.J. Maxx and Marshalls.