American Signature, Inc. Launches New Advertising Campaign to Show Customers "How to Buy the Perfect Piece"

TV, radio spots highlight affordable furnishing options to fit every home

Aug 05, 2015, 10:45 ET from American Signature, Inc.

COLUMBUS, Ohio, Aug. 5, 2015 /PRNewswire/ -- Family-owned home furnishings company American Signature, Inc. (ASI) has launched a new television and radio campaign. "How to Buy the Perfect Piece" includes six TV spots, as well as radio, print, digital, and social, and is the first work from The Richards Group, which was named ASI's agency of record in April 2015. The campaign began airing August 4, 2015 and highlights how ASI, parent company of Value City Furniture and American Signature Furniture, helps customers find the right home furnishings to fit their lifestyle with a variety of furniture styles, value, and superior service. 

"We believe everyone deserves a well-furnished life, and furniture shopping should be enjoyable," said Scott Binger, executive vice president of marketing for American Signature, Inc. "Our goal is to convey to customers that ASI has the resources for a stress-free shopping experience to help them find the exact piece to personalize any space."

The 15- and 30-second "Anything But" spots show a couple, through a series of quick cuts, taking extreme measures to avoid the search for a new mattress – that is, until they discover ASI's three-step purchase process that makes mattress buying easy. In the 15- and 30-second "Binge Watching" spots, a family demonstrates how their perfect sectional fits into their TV time together. The tagline "How to Buy the Perfect Piece" is woven throughout the campaign.

"When we talked to customers, it was immediately clear they feel a lot of responsibility to create an appealing home. We wanted to honor how seriously they take that job, but to lighten it up a bit. These are short, relatable stories that marry the hunt for just the right find with the surprisingly easy and enjoyable process that ASI delivers time and again," said The Richards Group principal Rhonda Contreras.

The campaign will air through 2016 on network TV, national cable and network radio outlets.

To view the spots, visit ASI on YouTube. For more information about American Signature, Inc., go to or to

Client: American Signature, Inc. 
Brand: ASI
Campaign: "The Perfect Piece" 
Initial Break Date: 8/4/15 
Agency: The Richards Group
Art Director: Patrick Murray
Copywriter: Bill Cochran
Agency Producer: Gabriel Silva
Production Company: George Brand Inc. 
Director: Zak Emerson
Director of Photography: Mathieu Plainfosse 
Music/Sound Design: Matt Cimino
Post-Production: 3008

About American Signature, Inc. 
Since 1948, American Signature, Inc. has enjoyed helping customers express their personal style at home for generations of families. Our stores are family-owned and operated and recognized as trusted partners in curating designs and manufacturing premium quality furniture for living rooms, bedrooms, dining rooms and more. We offer a wide assortment of products and services, helping customers create a home that tells their story and all at the guaranteed best prices.  

About The Richards Group
The Richards Group, located in Dallas, is the largest independent brand-building shop in the nation. Clients include the standard-setting brands of Chick-fil-A, FIAT USA, GameStop, The Home Depot, MetroPCS, Motel 6, Orkin, Ram Trucks, and TGI Fridays. Total billings for the agency were $1.36 billion in 2014. The Richards Group can be found at or on Twitter, @RichardsGroup.

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SOURCE American Signature, Inc.