Coldwater Creek Makes Splash With First TV Ad Campaign

NEW YORK, Sept. 6, 2011 /PRNewswire/ -- Long overlooked in fashion and apparel advertising, today's mature woman finally gets a star turn in a series of new television commercials from Coldwater Creek, marking the retailer's first dive into TV advertising on a national level.

Celebrating the look, style and sex appeal of women of a certain age, the seven new commercials from Coldwater Creek target the 45+-year-old shopper with a smart, playful and confident message that captures the essence of the brand's shopper.

The campaign was created by the New York advertising agency DeVito/Verdi, which was named Coldwater Creek's first advertising agency of record earlier this year.  The campaign will begin airing immediately after Labor Day and will run throughout the holiday season.  

The first commercial shows a woman deliberating over which dress to wear while her date for the evening waits somewhat patiently downstairs.  As she re-thinks her choice and opts for another dress, new earrings and a scarf, the voiceover asks: "Did they ask Michelangelo what was taking so long with the ceiling?  Did an impatient publisher tell Tolstoy that the War part was so good, he didn't need the Peace?  Did someone tell Beethoven, 'It's just a symphony, you should have been finished weeks ago'?  So just tell him you'll be ready when you're ready."

"Our customer is looking for outfits that are stylish, vibrant and flattering.  She wants her wardrobe to be versatile and reflect current fashion, while at the same time be age appropriate," said Tim Dilworth, senior vice president of marketing at Coldwater Creek.  "This campaign is designed to elevate and change the brand's perception while introducing Coldwater Creek as a more modern and sophisticated destination."

Other spots include a woman returning to her high school reunion where she receives an array of compliments and an uncomfortably long hug from an old classmate who is actually trying to read the Coldwater Creek label on her well-dressed friend's cocktail dress. Another commercial looks at a girls' night out and the subtext of sartorial competition even among life-long friends.  

A fourth commercial follows a confident and stylish woman who would "never just throw something on," no matter how casual the activity.  And another spot shows a woman shopping with the assistance of a department store saleswoman.  When asked where she bought her attractive jacket, the saleswoman looks around the store to make sure no one is listening, and leans in to whisper where, as the super appears with the answer: "Coldwater Creek."

"Emotionally, our target shopper embraces the changes that come with her age, while still looking for silhouettes that reflect her updated fashion sensibility and give her shape.  She positively focuses on ways to capitalize on her beauty.  What drives her is the feeling that 'she's still got IT,'" said Theresa Renaud, account director at DeVito/Verdi.  "Not only does she choose products that help her communicate her vitality, she thrives on the flattery that comes with her success. The narratives in this campaign subtly touch upon these truths."

About Coldwater Creek

Coldwater Creek is a leading specialty retailer and online destination of women's apparel, gifts, jewelry and accessories.  The company was founded in 1984, and is headquartered in Sandpoint, Idaho.  Coldwater Creek sells its merchandise through premium retail stores across the country, online at coldwatercreek.com and through its catalogs.

About DeVito/Verdi

DeVito/Verdi, a privately held company, has been recognized as one of the most exceptional creative agencies in the industry.  Its lengthy list of industry awards includes the top prizes at the Clios, Radio Mercury, Cannes, Andy, Addy and One Show award ceremonies.

DeVito/Verdi, which has been voted "Best Agency" six times over the last 12 years by the AAAA, has created some of the most memorable ad campaigns of the past 20 years. DeVito/Verdi strives for excellence and maintains a unique level of prestige within the advertising industry, as evidenced by its work for such clients as The National Association of Broadcasters, Sony, Canon, Kohl's, BMW, Daffy's, Esquire Magazine, Men's Wearhouse, TimeOut Magazine, Grey Goose Vodka, Mount Sinai Medical Center, Duane Reade Drug Stores, EPC Cigar Co., eCampus, SteinMart, Reebok, Hotwire.com, Office Depot, Legal Sea Foods, Massachusetts General Hospital, Appleton Rums, Pepsi/SOBE, Corazon Tequila, North Shore/Long Island Jewish Health System, Empire Kosher Chicken, Acura, CarMax, Sports Authority, For Eyes Optical and others.  For more information on DeVito/Verdi, visit www.devitoverdi.com.

SOURCE Coldwater Creek