Personally, I don’t much like “A Love Story,” the 30-second TV commercial for HomeGoods. Watching it, I can’t help but think of the scene from that movie, As Good As It Gets, where Marvin Udell (Jack Nicholson), a romance novelist, is asked by an adoring fan how he writes women so well. “I think of a man,” Marvin replies dryly. “And I take away reason and accountability.”
Now, now. Put down your pitchforks. I may be cranky, but I’m not unreasonable.
Because I understand what HomeGoods is trying to do. I can appreciate that I am not the target market for this ad. And I can see how this commercial may in fact be very appealing to its intended audience of young, female buyers of furniture and home décor.
“This is kind of a love story,” says the voiceover as the ad opens.
“Because what is this, and this, and this —”
The screen splits into thirds. Inside each segment, a young woman hops, bops, and frankly, frolics like an idiot while shopping at HomeGoods.
“— if not pure, unbridled passion. That’s the feeling at HomeGoods. Here, you can always get more of what you love. More variety to choose from. More treasures to uncover. All for less.”
“So, when something makes your heart race, you’ll know it’s yours to keep. Because the best things in life don’t cost a fortune. They’re found.”
“HomeGoods,” the voiceover says. “Go Finding.”
Below: The 30-second TV commercial, “A Love Story,” for HomeGoods.
What the HomeGoods “Love Story” commercial gets right
As much as I dislike the goofy antics of the female models, I have to admit that this ad does a stellar job of capturing — and celebrating — the joy of shopping.
(Or “orgiastic consumerism,” if you prefer. But that’s beside the point.)
HomeGoods is in the business of selling things, and so the number-one job of this ad is to make people feel excited about shopping at its stores.
“A Love Story” does that — yes, with the exuberant models, but also with sparkling copy, the lively voice actress, and the excellent art direction which calls for big smiles, bold colors, and glamorous product shots.
The ad copy especially is worth a closer look.
It begins with the line, “This is kind of a love story.”
What a delightfully unexpected way to open a commercial for a home furnishings store.
From there, every word is crafted to connect with prospective customers and stir within them the incomparable thrill of finding something wonderful with which to furnish or decorate a home.
Even a cranky creative like me can relate to that.
What the HomeGoods “Love Story” commercial could do better
I’m not the biggest fan of the slogan, “Go Finding.”
As a twist on the English language, it reminds me of the obnoxious trend of replacing verbs with nouns, as in the Goldman Sachs slogan, “You can money” or Papa Murphy’s “Change the way you pizza.”
But again, I understand what the copywriter is trying to do. In the art world, the term “found object” refers to a natural or man-made non-art item that an artist finds and incorporates into his artwork due to its intrinsic beauty or interest.
These are exciting finds that add meaning and value to an artist’s creation — igniting many of the same feelings that HomeGoods would like to spark in the hearts and minds of shoppers with the “found objects” at its stores.
We’re talking about the thrill of discovery here.
So, “Go Finding.”
I can live with that.
The HomeGoods “Love Story” commercial: The Cranky Ad Review verdict
As I said at the top of this review, I personally don’t love this HomeGoods commercial. But I can appreciate its appeal to the target audience and I do love the ad’s authenticity.
This commercial does its job simply and with heart. No shouting or loud noises. No dumb jokes or crazy mascots. No big-budget CGI effects.
What we have here is an ad that connects genuinely with prospects to celebrate the emotional experience HomeGoods aims to provide.
The message is true to the brand and true to the consumer. Best of all, it sets HomeGoods apart by laying claim to the exhilarating rush that every shopper feels when she finds a treasure she loves.
Like it or not, that’s great advertising.
Cranky Ad Review rating: Four enthusiastic stars out of five.
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Great review of good ad. A lot of smart writing and imagery that clearly ties back to good research and psychology. Too bad more advertising doesn’t follow this formula.
Right on, Chris. You and I both know that creative is only good if it works to get results for the client — something much of today’s advertising industry seems to have forgotten. But, that’s why we’re here. The Cranky Creative may be a small voice in the wilderness, but we’re getting stronger and louder.
Thanks for reading!