Pier 1 Tries ‘New Attitude’ With Loomis

DALLAS Pier 1 Imports today breaks its first work from The Loomis Agency with a 15-second television spot that features the retailer’s dining room and chair sale.

The Addison, Texas-based shop began working for Pier 1 this year after parting ways with its lead creative agency Deutsch of New York last year. Deutsch began working for rival furniture retailer Ikea earlier this year.

Pier 1, based in Fort Worth, Texas, spent $60 million on advertising in 2005, per Nielsen Monitor-Plus.

The new spot from Loomis features up-tempo music as a young, blonde woman dances around a dining room that is accented in bright colors. As she swirls into another room, she becomes a brunette in a dining room with deep red colors and dark wood. A voiceover then says: “New designs, new attitude. Come see the new looks at Pier 1.”

The spot, one of 14 that Loomis will produce for Pier 1 this year, will air on NBC, ABC, CBS, Fox and a number of cable outlets, the agency said. The first commercial promotes the dining room sale that ends April 15.

“We’re shooting a second spot right now in L.A. to promote Pier 1’s tabletop sale, and that spot will break April 7,” said Loomis president Mike Sullivan.

Loomis, a small independent, was a finalist in a review that went to Deutsch in October 2004. Deutsch’s first work, using the tag “Life more interesting,” broke in March 2005. After the campaign failed to turn around the retailer’s sagging fortunes, Pier 1 severed the exclusive arrangement with Deutsch and said it would seek ideas from other agencies.

Other finalists in the 2004 review were Publicis Groupe shops Fallon in New York and Publicis & Hal Riney in San Francisco and independent Laird + Partners in New York.

OMD in Chicago won Pier 1’s media assignment in the 2004 review.