Re:Think Group Touts New Roc City

BOSTON Why look for excitement in Manhattan when New Rochelle’s New Roc City is just a short train or car ride away?

Re:Think Group next week will break a TV campaign touting New Roc City, an entertainment complex in New Rochelle, N.Y., that includes a bowling alley, pool hall, funhouse arcade, laser tag and an indoor go-cart track opening in June.

One spot, “Ouch,” shows a would-be ladies’ man trying to give billiard tips to a young woman; she winds ends up nailing him in the groin with her cue. “Picket Line” presents a protest by kids’ birthday party entertainers (clowns, magicians, etc.), apparently put out of work by New Roc’s arcade, which accommodates parties. The tagline is “We didn’t invent fun, we just put it all in one place.”

Budgeted in the high six-figures, the campaign will run for the remainder of the year in Connecticut and New York markets. Stamford, Conn.-based Re:Think, an independent, also handled media buying chores.

This work is important because it provides “a showcase for agency creativity,” said Keith Goldberg, agency co-cd and copywriter, who developed the ads with partner James Offenhartz, who handled art direction. Former comedic actor Alex Winter directed.