“I love my INSERT PRODUCT NAME HERE.”
Adweek’s Tim Nudd is right to praise this new campaign for American Value City/Signature Furniture –as much for what it is not (direct response crap) as for what it is (mildly entertaining). Few genres of advertising annoy like discount furniture advertising. The screaming. Those spinning dollar signs. Ugly ass products as far as the eyes can see. Kudos to agency Translation for not doing that.
But I want to focus on a detail from the campaign, a feature of the copy, which hopefully invites an interesting discussion. It points to something as a copywriter I’ve wrestled with a long, long time. Listen to the commercial.
Every spot begins essentially the same way. In the one above (my favorite), the lead actor states, “I love this new bed from American Signature Furniture…” He then goes into his bit, which is actually kind of funny.
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