RPA, ampm Rounding the Bases

Heading Into Spring, ‘Too Much Good Stuff’ Gets Baseball Theme
LOS ANGELES–Spring is in the air, and that means baseball season is just around the corner.
Rubin Postaer and Associates, Santa Monica, Calif., gets an early jump on the boys of summer in its latest “Too much good stuff” ad for the ampm mini-market chain.
A 30-second TV spot that broke last week finds a man in a softball uniform casually loading up on hot dogs at an ampm. As he checks out, he engages a portly sales clerk in a conversation about the wieners. The two are startled back to reality when a teammate barges in to remind his pal that he’s up to bat.
In keeping with previous ads, the spot ends with a swelling ampm logo and the tagline “Too much good stuff.” The name and tag are also read in a voiceover by musician Billy Vera, whom RPA has used since the campaign launched in 1997.
The TV is supported by a pair of baseball-themed radio executions.
The ads target sports-minded 18- to 34-year-old males, said RPA svp, creative director David Smith. He and co-creative director Joe Baratelli have worked on the campaign since its inception.
“Before this campaign came along, convenience stores were trying to say, ‘We’re a substitute for a grocery store,’ ” Smith said. “The big insight after talking to consumers was that no matter what you tell them in advertising, they don’t think of the stores that way. It’s all about impulse.”
The new ad will air primarily during sports programming, with heavy play during CBS’ coverage of the NCAA men’s basketball tournament. The media buy, handled in-house, also includes prime-time.
More spots are due in the spring and summer, including one touting an instant-win game promotion.
The client typically does four or five spots a year, said Smith, noting that some of the earliest ads in the campaign continue to air. The company is expected to spend $25 million on ads this year, said sources.
The chain, a division of RPA client Arco, operates 1,200 stores in California, Oregon, Washington, Nevada, Arizona, Hawaii and Canada.