The Union creates Sterling Furniture' Summer Campaign
A new campaign for Sterling furniture’s Summer Sale has been created by The Union.
The campaign looks to position the retailer as a quality by value for money brand and will roll out across TV, radio, press, DM and in store until September featuring the tagling ‘take comfort’.
The TV ads were created by Michael Hart and Ben Craig through Cask Productions.
Media buying is being handled by Spirit Media.
Gordon Mearns, managing director of Sterling Furniture said: “It’s a tough time for our customers and we wanted to deliver a message that reinforces our philosophy for providing quality, choice and most importantly value. The Union have managed to encapsulate these messages for us with the quality we look for, not just in the TV, but also with the press and other media.”
Tony Rodgers, group account director at The Union, continued to explain: “In the retail sector it’s a constant challenge to find the balance between a strong and compelling price focus while still being able to tell the brand story. ‘Take comfort’ is a reassuring sentiment and the campaign adopts a quiet confidence in what is a traditionally noisy marketplace.”
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Comments
Do we really need to see the clock?
Great advertising for Cask Productions. And, actually, pretty good advertising for Sterling too.
All but the final part of VO made complete sense. Typography a little too reminiscent of Clarks' for my liking, but overall I admire the decision to be quiet in a noisy market. Nice subtle soundtrack and well-shot furniture, understated lighting design and does make the point well. Just once though I'd like to see a furniture company do something that doesn't ram sofas down our throats – that sounds a little painful doesn't it?!
I'd rather see the clock than what The Union produces without Don Smith.
Must be a right big hoose to allow a wean to run slo mo thru it.
I liked the clocks too
Never mind sofas. Feast your eyes on a real summer hit. http://www.campaignlive.co.uk/thework/news/916560/Pimms-the-call-up-Mother/
comments
Nice ads. Simple, well produced. Different to a shouty market place. Well done.
I think there are a few things wrong with the clock; Cask have got "Streling" as The Client - surely it should be The Union who are their client? It should also have contact info for the post house on it so the broadcaster knows who to talk to in the event of there being any tech issues. I suspect this is not a real clock and actually a marketing initiative, but saying that the clock runs really well - like the retro feel and how the viewer gets drwan in by the short burst of tone at the start and is then left in suspense for the last 3 secs. Well done; just proves once and for all there's no need for agencies to go down south.
What does "...quality by value for money..." actually mean?
Remove the music and the flarey lens lights and you will discover you have seen this ad one gizillion times before over the last 20 years. Sorry, but it's true.
McDFS
Combat soliders are brave, bomb disposal experts are brave, pensioners who stand up to muggers are brave, investigative journalists can be brave and so can whistle blowers....The marketing team at Sterling and the Union may be many things - but they are NOT brave.
Brave? What - showing your product from wall to wall, with the a-typical headless consumer so we don't alienate anyone with the hope that a semi-decent (ish) piece of music will save the day? Oh dear.
This forum is in danger of turing into and inter-agency love fest. No wonder clients are deserting in their droves if we're classing this as good advertising. What happened to raising the bar?
The Union did this? Wow. I thought Levy McCallum did the Sterling ads
What happened to raising the bar?
Ask the clients...will they ever take a risk on anything?
'ask the clients....... will they ever take a risk on anything?'
It's not just the creative bar that needs raising but the account management bar too. We are, after all, supposed to be in the persuasion business. Why can't they sell creative work if they genuinely believe in its power?
we seem to have moved off the issue of the clock...
It is what it is. But what's worrying me is that better agencies like The Union are producing this kind of TV when they are quite capable of producing Pimms Call-Up kind of tv. Same with the excellent Vigin railway stuff against the shocking regional Cross Country work. What's happening? We're falling way behind London. And London is falling behind the rest of the world.
Could the marketing departments stop spending millions on media and pittance on creative please...
Yeah, like let's spend £300k on a piece of creative and spend ten bob on the box.
McFly.............
I agree with the previous comment - surely the Clock is really what we should be talking about
I thought the grading on the clock was a bit shoddy. But overall, the clock was a highly effective piece of communication. We knew exactly what the countdown was at any given moment and you can't knock that. Congrats to everyone involved.
I suspect that mother would have run the full clock commercial and dispensed with all the sitty on the sofa bit.
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