The spokesman for BJ's Wholesale Club is a grumpy customer who trolls the company's ads
Stubborn shopper Frank hates change and low prices in spots from Terri & Sandy
Editor's Pick
Stubbornness is a helluva drug in an integrated campaign for BJ’s Wholesale Club from Terri & Sandy. The unwitting spokesman is Frank, a grumpy husband who’s too set in his ways to accept the great deals at the new wholesaler in town.
A guy who describes himself as “not a big fan of change,” Frank rails against the selection of fresh produce while happily munching away on mangoes and denigrates the coupons his wife Brenda is already using behind his back.
Three TV spots follow the couple from the couch to the store, where Frank decides to start protesting, insisting it builds character to pay higher prices. All the while, Brenda goes about her day, ignoring Frank’s misplaced ire.
Social spots find Frank taking to the internet to film videos “debunking” BJ’s direct mail flyers—the same flyers that are actually being sent to customers living near new locations. He also dons a sandwich board to protest real out-of-home ads that viewers might see on their commutes.
The spots are directed by Dave Gray via Supply & Demand, and Noble People handled media. The campaign is now running on social and TV and in direct and out-of-home placements in Detroit and may roll out to other areas later this year.
Credits
- Date
- Jul 15, 2019
- Agency :
- Terri & Sandy
- BJ’s Wholesale Club CEO :
- Chris Baldwin
- CCO :
- Lee Delaney
- Vice President of Brand Marketing :
- Donna Noa
- Creative Director :
- MeLissa Mips-Medugno
- Senior Brand Marketing Specialist :
- Caitlin Hannon
- Lead Creative & Strategic Agency :
- Terri & Sandy
- Co-Founder & Co-CEO :
- Terri Meyer
- Co-Founder & Co-CEO :
- Sandy Greenberg
- Creative Director Copywriting :
- Chris Cannon
- Creative Director Art Direction :
- JP Gomez
- Senior Art Director :
- Benita Antony
- Senior Copywriter :
- Natalia Davila
- Junior Copywriter Social :
- Rohan Grover
- Junior Art Director Social :
- Christian Baron
- Executive Producer :
- Chris Lenz
- Integrated Account Director :
- Drew Halpern
- Account Supervisor :
- Halle Mizrahi
- Account Executive :
- Amelia Giebel
- Production Company :
- Supply & Demand
- Director :
- David Gray
- Executive Producer :
- Jeff Scruton
- Editorial Company :
- Nomad
- Editor :
- Jim Ulbrich
- Executive Producer :
- Jennifer Lederman
- Assistant Editor :
- Nick Dorman
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