Racy Holiday Ads Turn Up The Heat For Blackhawk Hardware
Charlotte, NC - Walk through the door at Blackhawk Hardware and you'll find your basic nuts & bolts.
But Blackhawk's 2011 Christmas campaign suggests you'll find so much more.
Design Manager Andy Wilkerson says, “We decided to do something funny with it, play off the Old Spice commercials or Dos Equis."
Wilkerson and design partner Kristina Abbot are the brain trust behind the ads. They say 70% of their shoppers are women looking through the store's boutique departments and the ads are geared to them.
One suggests ladies "indulge" themselves in one of the stores many isles.
Alissa Grant of South Charlotte says, “It's appealing, lets put it that way."
Another gives guys tips for "gifts that don't suck.”
A sultry voice in the ad proclaims, “If she's happy now... You'll be happy later."
Myers Park resident Tommy Clay laughs as he says, “Terrible."
Customers seem to love the tongue in cheek campaign.
Janice Henry of Rock Hill says, “Imagination is imagination."
South Charlotte resident Harry Grimmer laughs and says, “Well it don't look like their advertising Blackhawk, does it?"
Wilkerson & Abbott put the campaign together on a whim in about two days time aiming for “elegantly sexy.”
They say it wasn't meant for shock value but just keeping the boutique hardware store fresh and hip and catching the eye of Charlotte's next generation.
Wilkerson says, “I wanted to do something a little more fun, a little more entertaining."
Laurie Bell of South Charlotte says, “I think it's hilarious."
The team admits the ads might be a little too much for some of their customers, but they say you'll remember their name.
Wilkerson says, “It's so hard to explain what Blackhawk is that I decided that we shouldn't try to explain it you just have to experience it."
Those ads air during the 11 o'clock hour only on Comedy Central.
Blackhawk has other less racy ads that run on other cable channels.