How do you show consumers the extensive and eclectic nature of your merchandise selection without looking too sober? You make them laugh.

This is precisely the route taken by Bryant Fulton & Shee in a new campaign for London Drugs, a Vancouver-based chain which operates 50 stores throughout b.c. and Alberta.

Launched at the end of March on the provinces’ major tv networks, the four 30-second spots use humor to sell things like candy, dental floss, mouthwash, photofinishing services and computers.

One spot features an eager man stocking a desk with all kinds of computer equipment and software as the announcer boasts how London Drugs carries a range of items for the home office.

When he leans over to plug in everything which he has so diligently placed on his desk, he finds he can’t reach the outlet. The announcer dryly says, ‘We also carry extension cords.’

‘It is a change from where they have been because we have introduced a bit of whimsy which we think warms up the personality of London Drugs,’ says Bob Bryant, president of Bryant Fulton & Shee.

He says he wants the commercials to convey two things: to remind viewers of the terrific variety and personal service available at the stores, and to warm up the character of the chain.

The challenge, says Wynne Powell, chief operating officer of London Drugs in Vancouver, was to do so in a way that would appeal to a broad target audience.

‘Our target group goes from ages 25 to 55 and it is hard to advertise campaigns that broad in appeal,’ says Powell.

A supporting radio campaign is running simultaneously, with both the radio and tv advertising expected to run into 1998.

Bryant Fulton & Shee is also handling the media buy.