New York, NY.–June 30, 2014–This summer, family-owned home furnishings company American Signature, Inc. (ASI) enters into the next phase of a 100-year journey with a gleefully unconventional new broadcast campaign, courtesy of marketing agency Translation. Helmed by acclaimed comedy director Harold Einstein, the six spot commercial effort forms the laugh-out-loud manifesto to a sweeping refresh of the marketing strategy behind ASI’s Value City Furniture (VCF) and American Signature Furniture (ASF) brands. The new spots center on customers’ unique reactions to their new pieces, and were inspired by the idea that, when it’s easy to get great style at great value, customers leave the shopping experience feeling differently.
“American Signature Furniture and Value City Furniture are tried and true heritage brands, and with that heritage comes a real insight into the consumer experience,” remarked ASI President Jonathan Schottenstein. “We understand that furniture shopping can be stressful, and we’re committed to using that insight to reinvent the experience. Whether it’s with our exclusive Easy Pass technology, or our unrivaled selection of styles, we’re making furniture shopping as easy and enjoyable as possible for our customers.”
The new spots seize on that commitment to the customer experience with a winning mix of Translation’s leading-edge creative and Einstein’s singularly off-kilter comedic timing. “We wanted to play these scripts as if the scenarios were everyday occurrences,” notes Einstein. “Of course an ugly old coffee table would make you feel sick after getting a taste of a beautiful new couch.” The director – whose credits include a hilarious multi-spot campaign for travel search engine KAYAK, CarMax’s acclaimed :60 spot for Super Bowl XLVII, and many more – delivers an understated approach that amplifies the spots’ over-the-top humor while highlighting consumers’ emotional connections to furniture.
Translation produced all components of the new campaign, from strategy to creative development, after being tapped by ASI in mid-2013. “Our goal was to disrupt the retail space and give the American Signature brands a voice,” says Translation CCO John Norman. “Talking about furniture should be as fun and exciting as everything else. In this campaign, the product is the story.”
“The ASI customer wants to feel smart, savvy, and stylish, and already knows that VCF and ASF both offer unbeatable prices,” adds Translation VP, Group Strategy Director John McBride. “Our task was to peer into the soul of these brands to find a more well-rounded expression of their competitive advantages, demonstrating the ASI commitment to style and convenience with a voice that’s funny, sophisticated, and relatable.”
The first spots in the six-spot campaign will begin to air nationally on July 14.
Brand/Client: American Signature, Inc.
Campaign Title: Style Comes Easy
Spot Title(s): “King Bed,” “Old Table,” “Chaise”
Chief Executive Officer: Steve Stoute
Chief Creative Officer: John Norman
Chief Strategy Officer: John Greene
President: Nils Peyron
ECD: Marc d’Avignon, Jay Berry, Eric Kallman
GCD: Chris Valencius
Group Strategy Director: John McBride
ACD, Copywriter: Katherine O’Brien
ACD, Art Director: Kasia Haupt Canning
Director of Content Production: Miriam Franklin
Executive Producer: Peter Ostella
VP, Account Director: Daniel Mize
Production Company: dummy.
Director: Harold Einstein
Director of Photography: Sam Chase
Executive Producer: Eric Liney
Line Producer: Eric Liney
Editorial Company: Mackenzie Cutler
Editor: Dave Anderson
Assistant Editor: Pamela Petruski
Post Executive Producer: Sasha Hirschfeld
Post Producer: Evan Meeker
VFX/Graphics Company: Wolf & Crow
Designers: Chad Howitt, Kevin Stein
Executive Producer: Eric McCasline
VFX Producer: Matt Olson
Audio Post: Heard City
Mixer: Phil Loeb, Dan Flosdorf
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awn, Katie Flynn
Music: “Pickles for Preggo”
Composer: Marmoset Music
Music Supervision: Wool & Tusk
About American Signature, Inc.:
Based in Columbus, Ohio, American Signature, Inc. is the parent company of Value City Furniture and American Signature Furniture; two of the most respected names in the furniture industry. We are a private, family-owned business and currently employ 6,500 associates while operating over 120 furniture stores located throughout 18 states.
Founded in 2004, Translation is a full-service communications agency with a reputation for helping Fortune 500 companies thrive in contemporary culture. The agency is dedicated to delivering transformative ideas that push past the limitations of traditional marketing, fundamentally changing the way a brand resonates with consumers in the global marketplace.
Led by Founder/CEO Steve Stoute and CCO John Norman, Translation delivers world class creative for a roster of premier brands, including State Farm, McDonald’s, Anheuser-Busch, Kaiser Permanente, Champs Sports, and Coca-Cola.