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Article: Filene's Basement Launches New Ad Campaign.(Originated from The Boston Globe)
- Article from:
- Knight Ridder/Tribune Business News
- Article date:
- March 26, 1996
- Author:
CopyrightCOPYRIGHT 1996 Knight-Ridder/Tribune Business News. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Mar. 26--The thrill is back, but Sam Gerson isn't.
For the last few years, ads for Filene's Basement featured chief executive Gerson touting fabled bargains.
Yesterday the Basement launched a new campaign created by its new ad agency, North Castle Partners of Boston and Stamford, Conn. In the new ads, Gerson is nowhere in evidence.
Instead, a female vocalist croons the "The thrill is back," the new Basement slogan and jingle, and a handsome young couple revels in what North Castle described as the fun, excitement and urgency of the Filene's Basement shopping experience.
Gerson, however, is still very much in charge at the Basement. "The thrill ...
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