MMB Buffs Thomasville’s Image

boston—McCarthy Mambro Ber tino positions Thomasville Furniture as the place “Where style lives” in its first major image campaign for the client.

The effort breaks this week, with one 30-second commercial featuring a twentysomething couple reading a news paper as they lounge on a leather sofa. A voiceover says, “Amazing what you can find in a sofa. There’s change. Keys. The re mote. And if you’re really lucky, the reason you got married in the first place.” At the end of the spot, the woman, who has been playfully rebuffing her partner’s ad vances, cuddles with him on the sofa.

Spending is expected to be $10-12 million, somewhat more than had been expected when MMB won the account.

“People think of Thomasville as a North Carolina-based furniture manufacturer,” said Jamie Mambro, creative director at the Boston-based shop. “We wanted to contemporize the brand and show how people live on furniture,” he said.

“We are trying to project a different image of the store and ap peal to a younger mindset,” said Jim Adams, senior vp, chief marketing officer of the Thomasville, N.C.-based furniture chain.

Another execution shows a large dalmatian prowling around a house, finally settling on a sofa. A voiceover says, “Do dogs have a sense of style? … It’s uncanny how they always find the most beautiful sofa in the house.”

The effort, which also consists of print and collateral work, is a de parture from previous Thomas ville ef forts.

Past campaigns have focused on individual furniture collections, as opposed to the brand as a whole. The furniture concern’s most recent campaign, from Winston-Salem, N.C.’s Mul len/LHC, touted the Ernest Hem ingway Collection.

Upcoming ads from MMB will likely tout Thomasville’s Humphrey Bogart furniture line.