TV The Perfect Fit For Gingiss

The Rosen Group Fashions Formalwear Spot
CHICAGO–Formalwear retailer Gingiss International returns to TV advertising in September for the first time in nearly a decade.
A 30-second branding spot for the chain from The Rosen Group here will be available to Gingiss franchisees in 70 markets and is expected to air through the next year, according to Gary Giniat, vice president of marketing for the Addison, Ill.-based company.
The spot, titled “The Perfect Fit,” is a breezy montage of boys and men alone in the fitting room, smiling and preening in their tuxedos. A jaunty musical background accompanies the wordless spot, which closes with the Gingiss logo.
“It’s upbeat and fun, and it nicely covers our whole market,” said Giniat. With the fall an increasingly busy time for weddings, Gingiss wanted to get back on the air in September, rather than wait until the spring wedding and prom season, he said. Spot buys will get heavier during the first quarter, however. Annual spending is an estimated $2 million.
The Rosen Group was retained by Gingiss last year for a print project targeting young people. Subsequently, the decision was made to return to TV with a brand-identity spot aimed at customers of all ages, the year-old agency said.