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

Published on January 8, 2009 | Permalink | Comments (12)
Filed under Gianatasio, J&R, Toy