Talbots TV Cracks Holiday Code

BOSTON The “heart-pounding” excitement of the gift-giving season is on display in upcoming Arnold commercials for Talbots.

Three spots from the Havas-owned agency in Boston break on Nov. 24 and one, “EKG,” shows a heart monitor tracking the rising excitement of someone who has just received a gift purchased at Talbots. Another spot, called “Hugs & Kisses,” employs sound effects over a seasonal red background to evoke a sense of holiday cheer. The client’s familiar tagline “It’s a classic” remains.

Arnold made an effort to craft spots that would “stand out for their simplicity” during a busy season cluttered with sales messages, an agency representative said.

Mary Webb served as creative director, guiding copywriter Robert Borges and art director Steve Tom.

The spots for the 960-store apparel retailer will run through mid-December, mainly on network morning shows such as NBC’s Today. The client spent more than $15 million on ads last year with a $4 million outlay in the fourth quarter, per Nielsen Monitor-Plus.