Pier 1 tries new approach with animated ads

03/15/2005 | Wall Street Journal, The

When Pier 1 Imports' plan to capitalize on the buzz of "Queer Eye for the Straight Guy" by using decorator Thom Filicia in their ads didn't pan out, they retreated from TV advertising, even during the lucrative holiday season. Now, a new animated campaign by Deutsch of Interpublic Group set to air during popular shows like ABC's "Lost" and NBC's "The Apprentice" hopes to turn the focus back to the retailer's signature brand.

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