Ay Caramba! Anna's Linens Debuts Telenovela-Inspired Ad Campaign

COSTA MESA, Calif., March 7, 2013 /PRNewswire/ -- In a send up of the ever popular Spanish-language soap opera, Anna's Linens debuts a new television advertising campaign that borrows freely from the genre's typical plot twists, featuring philandering lovers, amnesia victims and mistaken identities.

The telenovela parodies take place inside an Anna's Linens store where a voluptuous woman named Maria faces emotionally wrenching scenarios amidst the store's selection of curtains, cookware and bedding items.  Similar to the serial nature of telenovelas, the campaign follows Maria from one dramatic encounter to the next.  The commercials will air in English (with a little "Spanglish") in select markets, as well as in Spanish.

Maria's over-the-top story begins with her remarking on the fantastic prices for bed linens, while giggling to her friend that "el doctor" is coming over tonight.  Just then, her friend recognizes the doctor across the store in bed with Maria's sister.  The deceitful sister then drops a bombshell: "I'm not only your sister; I'm also your step-mother."  Viewers see a stunned Maria, and a reminder that the story is "To be continuado."

The next installment shows an enraged Maria striking a man with a stainless steel pan after informing him that she is pregnant and he is the father, though he is not worthy to ever see the baby.  As the supposed lover lies unconscious, another man rushes to the scene informing Maria that she just "put my twin brother in a coma."

The third spot picks up with Maria standing over the twins, crying and wishing that her "dear madre was still alive to help me."  On cue, an elegant older woman steps through a curtain and informs her daughter that she is, in fact, still alive after a bout of amnesia.  Maria asks herself if she is imagining all this, but is reassured by her mother that she is not, "just like you are not imagining these window panels cost so little." 

Each spot ends with a voiceover reassuring viewers that the storyline will continue to evolve: "Now it's getting juicy."

"The telenovela style of cliff-hangers, unexpected plot twists and outrageous behavior proved to be the perfect vehicle to tie in the unbelievable prices for high quality home furnishings and textiles at Anna's Linens," said Alan Gladstone, founder and CEO of the Costa Mesa-based retailer.  "These are fun – and funny – commercials that will resonate with our customers."

Anna's Linens, known for its bedding, window coverings, and bath and kitchen accessory items, offers quality home textiles and home furnishings merchandise at exceptional values.  The company typically identifies under-served communities where its mix of product and price combine to attract loyal shoppers.  

The telenovela-inspired advertising campaign can be seen here:

English:
http://permalink.fliqz.com/aspx/permalink.aspx?at=f4015c0c0a8a41d99586632ff26af7a6&a=7575d9fb737a4193a5ef6df3c0b4744b

Spanish:
http://permalink.fliqz.com/aspx/permalink.aspx?at=abecd033cb5f4161ba9e2e3729e8d369&a=7575d9fb737a4193a5ef6df3c0b4744b

About Anna's Linens

Headquartered in Costa Mesa, California, Anna's Linens is the 14th largest retailer of home textiles and home decor items. The company was founded in 1987 by its current chairman and CEO, Alan Gladstone, and named after Alan's mother, Anna.  A family-run business with more than 3,200 employees, Anna's currently operates more than 300 stores throughout 19 states and Puerto Rico.

SOURCE Anna's Linens