Shop at Burlington, and Never Awkwardly Discuss Your Fashion Sense in Public Again

Silver + Partners to the rescue

After years of the hard sell, some regional and national retailers are actually trying to build brands. Last month, Men's Warehouse jettisoned its bearded chairman from its advertising (after jettisoning him from the company) in favor of a music-driven approach. And last week, Sleepy's put its first outside agency to work with playful new ads. Now, Burlington gets a brand makeover in a character-driven campaign from Silver + Partners.

Directed by Harold Einstein, TV ads feature adults in public spaces oddly voicing their internal thoughts about their clothes and what they represent. And while the clothes don't make the man (or woman), they may reflect his or her personality—at least according to the campaign. Each ad segues from a series of verbal thought balloons to pop-up images of clothes and a male voice that says, "Style says it all." Oh, and there's a bit of hard sell via on-screen copy that notes, "Up to 65% off department store prices every day." The tagline: "Style is everything."

The effort broke this week and follows a similar push by the retailer for back-to-school clothes in ads featuring kids speaking their minds—via internal voices, this time—as they view themselves (and their clothes) in the mirror. Best of that bunch: a boy in a striped shirt and jeans who thinks, "I'm about to go ninja in here," before he strikes a karate pose.

CREDITS

Client: Burlington

Campaign: "Style Says It for You

Agency: Silver + Partners

Chief Creative Director: Eric Silver

Creative Director, Copywriter: Ashley Marshall

Creative Director, Art Director: Jaclyn Rink Crowley

Managing Director: Michael Stefanski

Account Director: Lauren Pollare

Senior Producers: Chris Thielo, Terry Brogan

Production Company: Station Film

Director: Harold Einstein

Managing Partner: Stephen Orent

Executive Producer: Eric Liney

Editorial: The Now Corporation

Editor: Jesse Reisner

Executive Producer: Nancy Finn

Post, Finishing: Suspect

Managing Partners: Rob Appelblatt, Tim Crean

Director: Hoon Chong

Creative Director: Colin McGreal

Director of Photography: Evan Cohen

Producers: Tsiliana Jolson, Kevin Daly, Alexander Decaneas

Lead Animator: Damien Cho

Lead Flame Artist: Brendan O'Neil

Telecine: Co3

Colorist: Tim Masick

CREDITS

Client: Burlington

Campaign: Back to School

Agency: Silver + Partners

Chief Creative Director: Eric Silver

Creative Director, Copywriter: Ashley Marshall

Creative Director, Art Director: Jaclyn Rink Crowley

Managing Director: Michael Stefanski

Account Director: Lauren Pollare

Senior Producer: Chris Thielo

Production Company: Coverdale

Director: Amir Farhang

Executive Producer: Andy Coverdale

Editorial: The Now Corporation

Editor: Jesse Reisner

Executive Producer: Nancy Finn

Post/End Tag Animation: Hornet Inc.

Designer: David Hill

Executive Producer: Jan Stebbins

Producer: Cathy Kwan

Post/Finishing: Suspect

Producers: Tsiliana Jolson

Telecine: Co3

Colorist: Tim Masick

Audio Mix: Sound Lounge

Mixer: Tommy Jucarone

EP: Vicky Ferraro