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hhgregg: Happy Home: Boxes
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hhgregg enlisted the help of its creative agency of record Leo Burnett Chicago to create a new campaign “Happy Home.” The work signals a transformation of the retailer’s brand position to emphasize the joy purchasing appliances, electronics and furniture at hhgregg brings to their customers’ homes.
TV spots “Boxes” employ a warm, human touch to champion the benefit of having all the right things that make people love their homes. The campaign includes several spots including a “Big Delivery” :30 second spot and “Memorial Day Sale” :15 second spot. The campaign anthem “Boxes” :60 and :30 second ads come to life through a soft, colorful lens that create a sunny, heart-warming scene perfectly underscored by “This is Home” performed by Switchfoot. In the spots, tenacious neighborhood kids transport hhgregg boxes—lifting above their heads and pulling behind a tricycle—to one family’s backyard. They get to work creating the biggest, coolest cardboard castle ever while the mom and dad enjoy the comfort of their fully furnished happy new home. At the end, an excited, smiling young girl runs into the kitchen and tells her parents they need another new refrigerator so that she can have the box to complete the backyard castle. A voiceover concludes, “Come to hhgregg and fill your home with happy.”
Client: hhgregg Related |
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