BLACK'S RESUMES RADIO CAMPAIGN
By Adnews Staff
Black Photo has resumed and extended a radio campaign from 2002 for the upcoming holiday season. The "I know Black's knows" campaign was created by Brazil Communications of Toronto. The radio ads broke on Nov. 5. The creative this year focuses on digital photography. In the ads, a character called "Tommy" describes his experiences, plus those of his wife and his father, with digital cameras. "It's an engaging way for the consumer to relate to our brand proposition," said Brazil managing partner Michael Shaw, "and it culminates with a tagline that really hits home." That line is, "What do I know about digital cameras? I know Black's knows." The radio campaign will be supported this year with print advertising, flyers and in-store materials for the duration of the holidays. Black Photo operates approximately 160 stores nationally under the names Black's and Astral.