Mervyn's bows new ads

LOS ANGELES — In an attempt to communicate its "Big Brands, Small Prices" theme to consumers in California, Mervyn's launched its latest ad campaign late February, just as Kohl's was about to break into that market a few weeks later.

With a tongue-in-cheek approach that's similar to that of sister division Target Stores, the campaign strives to bring attention to Mervyn's competitively priced national and private brands with an initial launch of television and billboard ads. Billboards employ phrases such as "Do these jeans make my wallet look fat?", and the TV spots including an ad that shows shoppers developing "claw hands" because of the weightiness of their Mervyn's shopping bags.

"It's a departure from what we normally do," which usually consists of promotional events, said Greg Terk, spokesman. "This is more branding than what we've done in the past."

"Using wit and humor, we set out to show that shopping isn't about saving, it's about getting more," said Lee Walker-DeSarvide, vp of marketing, Mervyn's.

The campaign was created by the San Francisco-based agency Venables, Bell & Partners. "As an agency, we're all about tapping into the consumer's psyche and differentiating a brand," said Bob Molineaux, founder and president.

"[Mervyn's] understands it's about getting more for your hard-earned dollar and stretching that budget," said Paul Venables, founder and co-creative director, Venables, Bell & Partners.