It’s the lead-up to Christmas. There are ads full of festive cheer and heart-tugging triggers everywhere people look (or listen). The retail sales deluge is also in full swing and will continue through January.

You’re a local (Quebec) home furnishings store. You have big league competition like Ikea, with big league budgets. How do you make an impact?

LG2 had a knotty challenge to solve for Tanguay Furniture.

The agency came up with a warm and wonderful solution – a campaign leading with two commercials that are nothing like retail ads, don’t even feel like commercials and capture home truths and human humour with scalpel precision.

Each commercial presented a Tanguay product as the classic Canadian Christmas gift hiding place. One commercial told that story from children’s perspective, the other from parents’. The scripts are perfect, the acting is superb. “Suspension of disbelief” is unquestionable. Your memory has already put yourself in the stories.

Credits:

Client: Tanguay
Creative Agency: LG2
Executive Creative Director: Geneviève Langlois
Creative Director: Martin Charron
Copywriters: Roxanne Pelletier, Christian O’Brien & Cynthia MacGregor
Art Directors: Hang Tan Tang & Colin Beaudin Reeves
Strategic Planners: Philippe Goudreault & Laurence Landry-Leduc
Client Service Directors: Maude Lavigne, Héloise Picard, Adèle Charest-Normandeau & Marie-Claude Lacasse
Project Manager: Stéphanie Gagné
Photographer: Pierre-Nicolas Lessard

Media: Tanguay
Production Company: Nova Film
Director: Franie-Éléonore Bernier
Producers: Marie-Lou Bouchard & Stéphanie Corriveau
Director of Photography: Olivier Gossot
Post Production: Arketype
Editor: Éloi Arsenault
Music & Sound: Circonflex
Music: Paul-Étienne Côté