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They've seen it all over at J&R Music World
"Hey, gang, I've got a great idea! Let's get all our friends together and film some 'quirky' commercials for J&R Music & Computer World! My brother's a manager there, and he'll let us film after closing time. Oh, oh! My roommate plays air guitar. He is sooo funny. I mean, he sucks at it, right? When we're drunk, it totally just cracks us up!" Judging by this J&R ad from Toy New York, that was part of the strategy session for this first major TV campaign in the New York retailer's 37-year history. See five of the ads here. The good news: Since this is the brand's first such initiative, by definition it's the best J&R TV effort so far. Alas, it is also J&R's worst campaign ever. They should have at least set the guy's guitar on fire. It worked for Jimi Hendrix. —Posted by David Gianatasio |
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January 8, 2009 in Gianatasio, J&R, Toy | Permalink |
Comments
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Granted, that guitar one is annoying, but the others are pretty decent.
Posted by: BobJones | Jan 8, 2009 12:06:18 PM
Disagree. Having spent all my money at J&R, I think it's a pretty good campaign, and feels right for the store.
Posted by: okay. | Jan 8, 2009 12:12:34 PM
I don't know. I think these are actually pretty funny.
Posted by: notbad | Jan 8, 2009 12:39:17 PM
For better or worse, they feel pretty much like J&R itself. Quirky, not polished (soooo not polished) . . . maybe cheap?
Posted by: rastifon | Jan 8, 2009 12:55:18 PM
I thought the headphone one was great!
Posted by: dave | Jan 8, 2009 1:47:31 PM
Mark D. is dead on. This is a college kids campaign for a local retail store, or a staff creative team freelancing on the side, not a launch from an established boutique like Toy. It's a pretty desperate attempt to do something creative without being paid, just to win some awards. Which it won't do.
Posted by: JoJo | Jan 8, 2009 1:48:39 PM
I think these are hilarious! Mind you, the guitar one is my least favorite, but all in all, a smart campaign.
Posted by: hgsf | Jan 8, 2009 2:37:41 PM
I like all the ones, but the guitar one. That Dude's fake guitar whine makes me want to stick forks in my ears.
Posted by: Rebecca Cullers | Jan 8, 2009 7:15:34 PM
Those crazy ad folks. :-)
Posted by: Herbert | Jan 9, 2009 9:17:59 AM
These are well executed, funny and provide the image they wanted to project for the brand. Well done.
Posted by: Jeremy | Jan 9, 2009 10:29:20 AM
This is not what NY is anymore and there for I am closing the stores down.
Posted by: Mike Bloomberg | Jan 9, 2009 8:07:00 PM
These ads are part of a professionally developed campaign, shot in the daytime (closing stores to do it) using actors and pro crew.
The TV spots tie into print ads (billboards, subway posters) and a web redesign. The look is young, hip and humorous, representing a new public image for J&R.
This is the largest TV campaign attempted by the company, but not the first. "Do you know where your children are" and few other one-offs had a different look and feel.
Posted by: p0ps | Jun 11, 2009 10:04:23 AM
