No Nonsense About Nuts 'n' Bolts

McCoy’s Building Supply Centers takes on a tougher image in a $5-6 million campaign from new agency McGarrah/Jessee.

Three television commercials from the Austin, Texas, agency began roll-ing out across Texas last week.

Filmed in gritty black-and-white by director David Mc-Namara of Maysles Films in New York, the 30-second spots show McCoy’s customers and employees at work.

In between construction scenes, text states, “12-lb. sledgehammer, aisle 9,” “8-inch anchor bolts, aisle 7” and “Cutesy artichoke-shaped cabinet knobs, not in stock … ” A man in a baseball cap stares at the camera in complete distaste as the text continues, “… Ever.”

A second ad, which features similar visuals, notes that not one of McCoy’s employees wears aprons.