Walter Waller
Creative Director
Why should you shop at Burlington?
Because “ I told you so that’s why!” If reaching consumers were that simple, why can’t it be? Can’t it be funny, direct, emotional, entertaining, and educational at the same time? We think so. When customers may not know us for our value, we need a "Spokesperson” who acts as the voice of Burlington. She loves the deals; she loves the brands; she loves having a store to go to for everything she wants and needs. She is not always telling you to shop at Burlington, but she is always there, just like Burlington is for consumers. We’re reliable.
Having a personality is crucial for differentiating us from our competitors. In these commercials, we have a confession where this character (the “I told you so!” lady) explains exactly what Burlington is and why you should shop here, in a way that resonates with those who may not even know who we are. This confession then becomes a happy interruption. Not one that is jarring or scarring, but one that is memorable. This lady is our payoff for what makes us the spot to shop for low prices and great brands over other off-price retailers that cannot stack up to us. And when she isn’t there to sell us, she is there to confirm that Burlington is always a place with deals.
Once she has created momentum for Burlington, our last commercial is where we finally see other customers following suit by finding deals, amazing brands, and all the items they cannot believe we have in-store. However, our lady is still around, telling everyone she told them so. She takes the credit because she is an extension of Burlington. She goes from the voice of the brand to the voice inside your head. These commercials will get the word out and cement the fact that Burlington has low prices on great brands and an amazing selection of items to boot. Why? Because I told you so!
Meet Antoinette...
She is obtrusive, but not offensive. She borders the line between obnoxious and helpful, in that she knows a lot about the brand of Burlington and wants everyone else to know too. Her desire for great deals comes through when she confesses her love for Burlington and when she interrupts other shoppers. But her goal is to make everyone aware of all the savings they can get. She is not mean, but rather well-meaning. In return, she is comical, funny, and yet relatable. She can be a little loud, but that doesn’t mean she wants to steal the shine. Her spotlight, although bright, is always directed toward Burlington.
Spot #1: The Confession
This spot opens with our spokesperson giving a “confession” – but what is she confessing? We wanted to grab the viewer’s attention with some dialogue that could sound a little promiscuous. They’ll quickly realize, though, that she is talking about all of the stores that have failed her in the past and why Burlington is everything that she’s always desired. The intro is followed by a few customer vignettes to emphasize the low prices and great brands at Burlington… which, of course, receive a snappy “I told you so.”
Concept Boards
Concept Boards
Spot #2: The Interruption
The second spot of this campaign is similar to the first, although this time, we see her interrupting the customer’s shopping trips. She is out to share her “best-kept secret” (Burlington) and convince our customers that her love affair with Burlington is legit.
Her sudden remarks catch them off guard, which adds some humor to the commercial. Whether they are there with their significant other, friend, or parent, Antoinette slides into the frame to remind them why they came to the right place to shop.
Concept Boards
Our third and final spot gets loud – so loud you may need to cover your ears! Customers have now realized that what Antoinette has been preaching about Burlington is absolutely true...and they are letting the world know in a big way by screaming, shouting, and in some cases, even getting a little kooky. This is definitely our funniest spot in the campaign, and if you take a gander, you will see why.