Nobody puts more mirth into their marketing initiatives than the trio of Smithe brothers — Tim, Mark and Walter — who preside over the well-known local furniture store chain Walter E. Smithe.
The chain is so familiar to so many because for years the company has made a point of producing any number of wacky TV commercials — many of which cleverly tie in with iconic Chicago institutions (such as the Chicago Cubs and Chicago Blackhawks) or pointedly spoof important local events.
The latest Smithe TV spot breaking today plays off the upcoming NATO summit in Chicago on May 20 and 21. However, the actual high-profile event turns out, the Smithe boys have chosen to honor the occasion with a commercial that shows them seated at a furniture summit of their own with “Mr. President,” a leader who is meant to evoke President Barack Obama.
In the new commercial, it is left to Tim Smithe, the marketing maven among the three Smithe brothers, to update Mr. President on Chicago’s plans to host the NATO summit. Mr. President expresses his approval of all the work done by the Smithes, who, among other things, have rolled out the red carpet and presented a red sofa to Mr. President and Michelle.
When talk turns to setting up a giant living room at McCormick Place, Tim becomes flustered because sibling Mark hasn’t been paying attention. In the midst of all the diplomatic high jinks, the new commercial manages to work in a furniture discount offer for customers who mention “NATO.”
Yes, when it come to marketing Walter E. Smithe, the Smithe brothers always prove it’s possible to do fun commercials and still deliver a sales pitch.
Oh by the way, do play close attention to the “news” scroll at the top of the new commercial. It features a couple of silly, but fun furniture-related bits of news.
For the record, the new spot was conceptualized by Sandy Marshall of Second City/Marshall Creative, Kathleen Henson of Henson Consulting and Tim Smithe. Bill O’Neil directed, and Walter E. Smithe’s in-house creative unit produced.
Contact Lewis Lazare at LewisL3@aol.com
