Radio Shack’s Xmas push

Radio Shack has launched a national tv campaign of as many as 26 commercials, allowing the retail chain to air a different tv spot every day during the month leading up to Christmas.The commercials are designed to show Radio Shack's breadth...

Radio Shack has launched a national tv campaign of as many as 26 commercials, allowing the retail chain to air a different tv spot every day during the month leading up to Christmas.

The commercials are designed to show Radio Shack’s breadth of store coverage (it has more than 800 outlets across the country), the quality of its customer service and the wide range of products Radio Shack carries, including national brand names.

Using the theme ‘Radio Shack, completely wired,’ the tv advertising uses a documentary style of filming in the spirit of such movies as Roger and Me and Spinal Tap.

The commercials use a common spokesman, played by Peter McCowatt, who we see travelling across the country to visit Radio Shack outlets.

Each new locale is introduced with an opening super indicating the city.

McCowatt opens with dialogue that plays off a characteristic of the city, and, then, in a folksy and engaging way, talks to store personnel and customers as a means of highlighting Radio Shack’s service and merchandise.

The commercial was created by Vaughn Whelan of Toronto-based Vaughn Whelan and Partners.

Whelan also directed the commercials, which were shot on 16-millimetre film over 19 shooting days. The music track was created by David Bradstreet.