Friends Don't Let Friends Shop at Big Box Stores

To create an image campaign for a small hardware store, a sort of David against the Big Box Goliath, you have to build on your best traits, your virtues, your Unique Selling Proposition.

And, what is that? 

You both sell hammers and nails. 

You both sell faucets and sump pumps.

You both sell roofing shingles and insulation.

What sets you apart? You’re NOT a Big Box Store. 

Obvious, right? 

But, sometimes that needs to be highlighted, with humor. 

In the following demos, we give you tips on how to tell if you've accidentally gone in to a Big Box store. (These were demo'd for the generic "Smith" Lumber, a fictional local chain, but NOT a Big Box Store.)

Demo ad  Mud :30

Demo ad  Mud :15

Demo ad  Chewin' Gum :15

Demo ad  Brick Mould :15

Demo ad  Register Receipt :15

Demo ad  Joist Hanger :15

Demo ad  Biscuit :15

Demo ad  Hurricane Tie :15

Now, some un-demo'd ideas about Big Box Stores.

In this vignette, we poke fun at the untrained, unmotivated employees of a Big Box Store.

In this next vignette, we poke fun at the minimum wage employees who are shifted around the store without regard to ability or knowledge, but rather to maintain "coverage." 

In this next vignette, we poke fun at the minimum wage employees but also at the sheer size of the store, so large that it's easy to get lost.            

What goes better with Santa Claus than women's lingerie?

Had the Amanda's Closet ads been picked up, it would have been a year 'round campaign. (Amanda's Closet was Sibley's response to the late '80s success of Victoria's Secret stores.) And, of course to keep the theme going for the holiday season, we had prepared the "Dear Santa" versions.

Amanda's Closet demo ad #2 SD 480p

This is a radio script I wrote for Sibley's department store for our intimate apparel department. They renamed it Amanda's Closet to compete with the new and wildly popular lingerie store, Victoria's Secret. 

The thrust of these ads was to be a little naughty, in keeping with the theme of the department. The media buy for the ads was for Evenings and Overnights on stations #1 in the Women's 18-49 demo. These ads were not destined for any time that the Sibley's doyens might be listening. 

Alas, the ads were deemed a little too sexy for our image. The commercials were demo’d with a voice over provided by Linda Brush.

Amanda's Closet demo ad #2

Amanda's Closet demo ad #3 SD 480p

This is a radio script I wrote for Sibley's department store for our intimate apparel department. They renamed it Amanda's Closet to compete with the new and wildly popular lingerie store, Victoria's Secret. 

The thrust of these ads was to be a little naughty, in keeping with the theme of the department. The media buy for the ads was for Evenings and Overnights on stations #1 in the Women's 18-49 demo. These ads were not destined for any time that the Sibley's doyens might be listening. 

Alas, the ads were deemed a little too sexy for our image. The commercials were demo’d with a voice over provided by Linda Brush.

Amanda's Closet demo #3