Client: J&R
Advertising Agency: Toy New York
ECD: Ari Merkin
Copywriter: Ari Merkin/Roman Tsukerman
Art Director: Tiffany McKee
Agency Producer: Chris Noble
Account: Jamie Rosen
Production Company: Tool of North America
Director: Sam Cadman
Executive Producer: Jennifer Siegel
Producer: George Fares
DP: Martin Ahlgren
Editorial Company: Spotwelders
Editor: Jón Stefánsson
Post-Production Facility: Click 3x
Colorist/Online: Mark Szumski
Music: APM
Audio Post: Audio Engine
Engineer: Carl Mandelbaum
Original Air Date: February 2009
“Romance” is the latest spot to launch in the first ever creative television campaign, dubbed “Since 1971,” for 37-year landmark New York Retailer J&R Music and Computer World, which represents the year J&R Music and Computer World was founded. In “Romance,” a helpful TV salesman and a shy female customer discover love at first sight when he approaches her on the showroom floor. Their undeniable chemistry somehow mirrors the action in the surrounding TV screens. The spot ends with the line, "Uniting People and Electronics Since 1971,” depicting how that experience shows the uniqueness of J&R.
“J&R is a New York fixture. It’s an icon and an electronics store brand with an actual story," said Ari Merkin, chief creative officer, Toy New York. "For 37 years, the store has been talking about price and selection. They’re well known for value. It was time to add a new dimension. The campaign focuses on what makes J&R different from most big box retailers. The quirkiness, the service, the authenticity. It’s easy to understand why people have been shopping at J&R since 1971.”