Stay Organized is an Ottawa store that specializes in imposing order on cluttered lives. Their black and white ad ran in the Ottawa Citizen earlier this week. I’ve picked it out for the copywriting: it may seem like code to the average reader, but the copy “Unlike Paige, Vern, Teresa and Stephen, our best people are still with us” speaks directly to the store’s target market: those considering renovations and exploring ideas for decluttering their home.

The single name references ring familiar with frequent viewers of TLC’s home renovation shows:

- Paige Davis, the perky (and former) host of TLC’s Trading Spaces
- Vern Yip, also of Trading Spaces
- Teresa Strasser, onetime host of While You Were Out
- Stephen Saint-Onge, former designer on While You Were Out.

Stay Oganized’s copy accomplishes two tasks: it makes an emotional connection with TLC viewers already predisposed to buying their services, and it underlines that their store has a history of quality and service . No Kia Steave-Dickerson astroturf/camo drive-by designs here – these folks will be at the same location when you eventually get tired of the in-closet storage solution built from wire baskets painted in primary colours.

The best part of the ad? Since the ad doesn’t actually name TLC or its shows, the store doesn’t have to pay any royalties or licensing fees.

Technorati: retail advertising tlc print