KGA Unveils Bob’s Ads Two Back-to-School Spots Hope to Lure Teenagers by Showing ‘Fashion Infractions’




BOSTON-KGA in Middletown, Conn., last week broke two TV commercials for Bob’s Stores in Meriden, Conn. The spots, airing on television stations throughout Connecticut, target teens with an amusing portrayal of poorly dressed peers.
Enter the fashion police. One 30-second spot shows a plaid-clad young man walking along. He is oblivious to the two officers following closely behind him in a squad car. “We were working the mall shift. That’s when we got the call: five fashion infractions,” the voiceover says in a serious tone. While the hapless, and clueless, teenager is hauled away by two officers, the voiceover intones, “We investigated the situation and ran him over to Bob’s.”
The commercial closes with the fashion transgressor driving off in a convertible loaded with shopping bags from Bob’s Stores. The teen now has a pretty girl snuggled up next to him gazing worshipfully at his swanky new duds.
As the fashion police wave goodbye, the voiceover amends, “All names have been changed to protect the fashion-deficient.”
“It satisfies a real instinct many people have when they witness others committing ‘fashion infractions,'” explained Michael Hammond, KGA’s vice president of creative services. “I seized the opportunity to exaggerate this theory by introducing it into a Bob’s spot because there was a natural fit. Kids shop at Bob’s Stores because it has extremely cool clothing and kids want to be cool.”
“We wanted Bob’s target audience to realize that even if they are currently dressing in ‘dorky duds,’ by shopping at Bob’s, their wardrobe is guaranteed to contain trendy, fashion-forward clothes,” said Susan Daniels, KGA’s vice president of account services.
The spots are scheduled to run through the back-to-school buying season. Media spending for the ads was not disclosed.
A KGA client since 1979, Bob’s Stores has 29 locations throughout New England and revenues of about $500 million.
Founded in 1978, KGA reported billings of $30 million in 1996.