Catchy Local Advertising

I tend to be better at eliminating the clutter, cliches and bad offers than putting a concept together from scratch. That doesn't mean I can't appreciate an effective ad when I see or hear one here in eastern Connecticut. Advertising - locally and nationally - is full of clients who take matters into their own hands. Some fail badly. Some, like Bob Kauffman, go the total electronic media saturation route. It made his presence on the Bob's Discount Furniture spots indispensable, even after he gave up the reins to the company. He may have seemed grating or amateurish at first, but Bob knew what he was doing. He grew on us! When I look in the Sunday paper, the bank ads all look alike, with one exception. Rockville Bank President Bill McGurk lent a style and persona that set this bank apart from others. He retired this year. Several car dealers also saturate the airwaves with lots of fast talking and shouting so they sound like... well, car dealers! I fail to see how they differentiate one dealer from another, but the ad saturation must be getting results since they're not pounding on my door for a way to fix it. Stan Cardinal employs a more low key, personalized approach when he talks about his Cardinal Honda in Groton. Who in New London County can forget the late Sigmund Strochlitz, founder of Whaling City Ford? His heavily accented catchphrase was simple: "Come in. I would like to meet you!" The seasonal Buttonwood Farm Ice Cream commercials leave the listener with a warm feeling, complete with a jingle. Although I haven't heard any of the ads lately, my local favorite remains the spots for Olde Thymes Restaurant in Norwich. Owner Rodney Green is such a natural, with the downhome style that catches what Olde Thymes is supposed to exemplify. Add the way he'd sort of rhyme ("Breakfast, lunch or dinnertime, Olde Thymes food is really fine!") and the catchy jingle ("Home is just a taste away!") and it made for local advertising at its best.