Paula Deen, Walter E. Smithe Team for Ads

August 1, 2011  by in UnCategorized   

By Home Furnishings Business in Advertising on August 2, 2011

Walter E. Smith Furniture and celebrity cook Paula Deen have teamed for a television ad campaign promoting her "Down Home" furniture collection with Universal.

The new tongue-in-cheek campaign debuting this on all major local networks in Walter E. Smithe Furniture's Chicago market. Deen's collection will be available exclusively in Chicago at all 11 Walter E. Smithe's locations beginning this month.

"We are extremely proud to be the exclusive provider of Paula Deen's new collection of furniture in the Chicago area," said Tim Smithe, chief marketing officer and one of the owners of Walter E. Smithe. "We think this is a great line of comfortable, down-home products that perfectly matches what our customers are always asking for--furniture that fits their lifestyle. We absolutely love Paula and are thrilled to be 'in bed' with her in this new partnership."

The first ad, which debuted Monday, features Deen tucking the three Smithe brothers into bed. This initial spot will promote Deen's custom bedroom furniture in the first in a sequence of new ads featuring Deen and the Smithe brothers promoting the new "Down Home" line. The new ad can also be viewed on the Walter E. Smithe Web site(http://www.smithe.com/). Three additional ads will be unveiled throughout the year, each featuring a new part of the home including the kitchen, porch and living room. All of the clever ads showcase the humor and down-home charm of the Smithe brothers and Deen.

In addition, the Smithe brothers will release a series of outtakes via social media that capture the hilarity and spontaneity of the shoot, which took place in Savannah earlier this summer. The humorous new ad campaign is designed to create buzz around the exclusive launch of the collection, letting viewers know they can "bring comfort home" by visiting any Walter E. Smithe retail location.

"I just loved every second of hopping under the covers with those adorable Smithe brothers," said Paula Deen. "We had so much fun shooting these ads and I'm absolutely delighted to finally share them with all of Chicago. I think this is a match made in heaven."