Garanimals launched the second year of their “Big on quality. Small on price” advertising campaign, according to The Gate’s Chief Creative Officer, David Bernstein.
Developed with The Gate I New York, the TV commercials use humor to illustrate some of the reasons why people buy Garanimals by the armful. Whether it’s comfort, durability or just plain cute designs, you get quality clothes for prices that start at just $3.88, according to Bernstein.
In “Taste,” a grandmother tries to impose her favorite color on her granddaughter — who is having none of it. In “Tunnel Vision,” a mom is so focused on the clothes, she can’t see the prices right in front of her. Even when her tiny baby points them out. In “Sharing,” a toddler boy shares his ice cream with the dinosaur on his shirt. Much to the chagrin of his mom. Finally, in “Mommy Said,” a toddler girl tries to get her dad to buy shirts, pants and, while he’s in a buying mood, a puppy.
The ads all end with an armful of Garanimals and a voiceover promoting the value of buying them for your children. Budget for the campaign was not disclosed.
The spots can be seen here:
Taste: https://www.youtube.com/watch?v=qnoRso4knME
Tunnel Vision: https://www.youtube.com/watch?v=4dHkLCPEL8Q
Sharing: https://www.youtube.com/watch?v=N_BK3447nbw
Mommy Said: https://www.youtube.com/watch?v=D4ehtUj7Nf0
The media buy is aimed at Walmart shoppers watching programming that multiple generations tend to view together. This includes How I Met Your Mother and The Real. The spots will air in Spanish during telenovelas. There will also be a big push on Facebook, Instagram and YouTube. The Gate handles media for Garanimals.
About Garanimals
Founded in 1941, Garan, the parent company of Garanimals, is a subsidiary of Berkshire Hathaway. The company is a leading designer, manufacturer and distributor of apparel for men, women, and children. Its Garanimals brand was introduced in 1972, and is sold exclusively at Walmart.
About The Gate Worldwide
The Gate | New York is part of The Gate Worldwide, an international advertising agency network that works with clients in tough, complicated industries to make their considered purchases products or services worth considering. The Gate manages over $250 million in client advertising and has a network of offices in New York, London, Edinburgh and Hong Kong. For more information, visit http://thegateworldwide.com/ny.
