This is the press release for the Nordstroms ad. campaign. If this is their FIRST EVER national ad. campaign, do you really beleive upper management new nothing about it?
Nordstrom.com UNVEILS FIRST-EVER NATIONAL ADVERTISING CAMPAIGN FOR NORDSTROMshoes.com: WORLD'S BIGGEST SHOE STORE - "Make Room for Shoes" Hits the Airwaves on November 1st
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SEATTLE, WA, October 27, 1999 - NORDSTROM.com (www.nordstrom.com), a subsidiary of Nordstrom, Inc., today announced their first-ever national advertising campaign to launch the world's biggest shoe store, NORDSTROMshoes.com. The advertising campaign, themed "Make Room for Shoes" uses a variety of fun and outrageous situations and images to illustrate women's passion - and sometimes obsessive attitudes towards shoes.
Developed by Fallon McElligott, the "Make Room for Shoes" campaign includes TV, print and outdoor advertisements, and is backed by $15 million for the fourth quarter 1999 alone. Shoe lovers will get their first glimpse of the TV creative on Monday, November 1. Broadcast spots will air on some of the "most-watched" shows on television including Ally McBeal, The Practice, ER and Frasier, and includes highly targeted national cable and spot network outlets as well. In addition, 45-second versions of the spots can be viewed on the NORDSTROMshoes.com site (www.NORDSTROMshoes.com).
Newspaper ads for the "Make Room for Shoes" campaign will debut in the Los Angeles Times, USA Today and Wall Street Journal in conjunction with the television launch on November 1. Magazine advertisements began appearing in the October issue of Talk magazine and will continue through November and December in various publications including Fast Company, InStyle, Jane, Marie Claire and Vanity Fair. In addition, advertisements will run on commuter rail platforms in Chicago, New York City and San Francisco beginning November 1.
"We are eager to launch our first ever national advertising campaign with 'Make Room for Shoes,' letting customers everywhere know the world's biggest shoe store is open for business," said Kathryn Olson, vice-president of marketing, Nordstrom.com.
"The campaign taps into a simple but key consumer insight: women love shoes. We believe the creative adds a lot to the excitement of the site and enhances other branding efforts centered around NORDSTROMshoes.com," explains David Lubars, president/creative director for Fallon McElligott.
"Make Room for Shoes": The Creative
Three television and eight print executions illustrate the boundless devotion of the shoe-lover. Now that the world's largest shoe store is online, shoe aficionados will take extreme measures to "Make Room for Shoes." Following are descriptions of the television spots:
Moving Van: A young couple is in the process of moving their belongings via a rented moving van. As they travel down a busy freeway, the driver's wife is suddenly struck by an urgent need to throw the couple's belongings from the speeding van. The young woman quickly throws CD's, lamps, a couch and finally, her husband's motorcycle from the van in an effort to make room for shoes.
Crush: A sweet, middle-aged woman drives a pristine, red '57 Cadillac into a dusty junkyard. After meeting with the junkyard's proprietor, she looks on as the auto is lifted by forklift into a device that slowly but forcefully flattens the beautiful Caddy. As the machine finishes its job, we cut to the woman's husband at home. He opens the garage, fully prepared to wash his prized possession. He finds his car flattened, and leaning against the garage wall. But hey-at least there's more room for shoes.
Doorstep: A woman stops her car in front of a spacious, moonlit home. She then struggles to carry her boxer-clad, sleeping husband up the walk. Without waking him, she sets him down and attaches a note that reads "Please take care of my husband." She, too, has made room for shoes.
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