National Television Spot Starts August 7th
The Container Store, an iconic retailer long comfortable with reaching consumers with billboards and catalogs, is now using television to show off the brand’s unique ability to help people stylishly organize and simplify their lives. The spot is the result of a collaborative effort with LOOMIS, a Dallas-based advertising agency with deep retail expertise. The :30-second commercial will begin airing on HGTV and DIY Networks August 7th on the network’s signature shows such as Fixer Upper, House Hunters, and Pool Kings. It will run through November.
“The commercial is designed to appeal to the aspirations of people who want to reduce the stress in their lives by getting organized and taking control of clutter in their homes,” said Melissa Collins, Chief Marketing Officer for The Container Store. The spot illustrates a phenomenon the creative team dubbed “The Container Store Effect,” something that happens when customers use The Container Store’s variety of organizational products and solutions to organize and de-clutter their homes, leading to less stress and lives that run more smoothly.
The music bed, composed by industry legends Paul Loomis and Tre Nagella of Luminous Sound, channels both Danny Elfman and Wes Anderson-style soundtracks to create a perfect accompaniment to the highly art directed spot.
Ryan Jones, Creative Director for The Container Store, Leanne Bryant-Martin Associate Creative Director for The Container Store, Tina Tackett Executive Creative Director for LOOMIS, and Kim Smith Creative Director for LOOMIS, collaborated on the development of the new commercial. “This was an exciting opportunity for LOOMIS. Agencies don’t often get the opportunity to help create the voice and initial TV messaging for a brand so highly regarded by both consumers and the business world. The Container Store is a special brand and we’re proud they called us to collaborate with their team on this assignment,” said Mike Sullivan, President of LOOMIS.
Consumer insights influenced the commercial’s positioning. Ninety-four percent of women and 73 percent of men report they feel stressed when their home is cluttered, and 36 percent of women and 29 percent of men say they are not at all organized or not as organized as they’d like to be. The research also found that 71 percent of men believe themselves to be organized, while only 64 percent of women believe they are organized. The finding has sparked a debate: which is the more organized sex, men or women?
About The Container Store, Inc.
The Container Store (NYSE:TCS) is the nation’s leading retailer of storage and organization products – a concept they originated in 1978. Today, with locations nationwide, the retailer offers more than 11,000 products designed to save space and time, a suite of custom closet systems and an array of digital shopping services. Visit www.containerstore.com for more information about store locations, the product collection and services offered. Visit www.containerstore.com/blog for real solutions from the really organized and www.whatwestandfor.com to learn more about the company’s unique culture.
LOOMIS is a full-service advertising agency in Dallas that specializes in defining and leveraging the strategic advantages for challenger brands. The agency was founded in 1984 by Paul Loomis, a composer and musician who earned a national reputation for brand-image music development. He expanded the agency in 1998 to meet the growing demand, and today, LOOMIS is a unique blend of record-setting advertising services and world-class music production. In 2016, Ad Age named LOOMIS Small Agency of the Year Silver, Southwest. Learn more at www.theloomisagency.com.