Re:Think Rings in the Season for Stamford Mall

BOSTON Re:Think Group this week breaks its first work for Taubman Co.’s Stamford Town Center in a holiday-themed campaign that marks the first time the mall, a local landmark in this southern Connecticut city, has used TV for promotions.

The commercials were shot by documentary filmmaker Vince Aamodt and feature shoppers buying gifts for others they’d never purchase for themselves. For example, one elderly grandfather type buys sensual “body butter” and a macho guy picks up a wall calendar featuring pop icon Justin Timberlake. Radio and print are also part of the effort, which does not carry a tagline. Spending was not disclosed.

Ads are “retail and tactical in nature and we will be working on a cohesive positioning/message for the brand in 2004,” said Keith Goldberg, a partner in Re:Think, an independent shop in Stamford. “This client is important to us because it is the most prominent and prestigious retail shopping center in Fairfield County … It adds further depth of our retail experience.”