THE BRICK REBRANDS ITSELF IN NEW CAMPAIGN
By Adnews Staff
A new advertising campaign launching in Vancouver is rebranding furniture and home furnishings retailer The Brick, based in Edmonton. The campaign, comprised of television and print ads, is the first project from Palmer Jarvis DDB of Vancouver, since the agency won the account in July. Using the new tagline "The right stuff. The right price.", the pilot campaign is being pegged as a departure for the retailer, targeting a younger, more quality-conscious adult. In one of three TV spots, a young girl is seen sipping a drink while staring at something off screen. The camera then pans to a panting dog also staring at the unseen object. As the camera pulls back, a motionless man is seen lying face down beside a box containing a new television set. The text reads "Get it delivered instead. Delivery. Installation. Repairs. The right stuff. The right price." The two additional spots feature health-related mishaps that result in the replacement of both furniture and appliances. Newspapers ads, a first for the store, are promoting items such as home theatre systems and appliances as well as sales events. The pilot campaign is scheduled to run until January. Five of The Brick's 60 stores across Canada are located in the Vancouver area.