Home improvement chain Home Depot, like many retailers these days, has shifted its advertising strategy to focus on bargains.
A focal point of the new push from Home Depot's creative agency, the Richards Group -- which hung on to its client of 15 years after a review last December -- is a more value-oriented slogan that replaces the tag that's been in use since 2003: "You can do it. We can help."
But Home Depot's new slogan -- "More saving. More doing." -- has some in Adland aflutter, as it bears a striking resemblance to the successful "Save money. Live better" repositioning created for Walmart by Richmond, Va.-based Martin Agency more than a year ago.
Home Depot, which spends just less than $600 million in measured media annually, is the second-largest general retailer in the U.S., trailing Walmart, according to an annual ranking by Stores Magazine.
Representatives for the Richards Group could not be immediately reached for comment. What do you think?