Pushing goodwill

Goodwill Industries in Central Indiana, a branch of the charitable organization that helps people find jobs, markets itself as a retailer in a new TV campaign from Young & Laramore.

The three 30-second spots break Monday in Indiana and other markets and continue the tagline, “Good clothes. Good prices. Good idea.”

In “Little black dress,” a Goodwill truckdriver reveals a black dress on a mannequin inside his Goodwill truck, professing he has the most prized possession known to man. Then teases viewers to guess where the item is headed. The spot ends with the tag “Happy hunting.”

The Indianapolis shop wanted to keep Goodwill’s message that people love to shop.

The “Purple paisley” spot departs from that theme. A Goodwill truckdriver uses the paisley shirt to demonstrate how donating clothes to Goodwill turns to shopping at Goodwill and ultimately helping people find jobs.

Young & Laramore has handled the Goodwill account in Indiana for five years. Goodwill Industries spent $3 million on media last year, according to CMR.