Furniture Row Brings Back Award Winning Oak Express "Not Natural" Ad Campaign

Popular ads were once featured on syndicated TV program "World's Greatest Commercials" and BBC's "Commercial Breakdown."

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Furniture Row LLC

May 04, 2011, 09:00 ET

DENVER, May 4, 2011 /PRNewswire/ --The Oak Express "Not Natural" television ad campaign originally ran in the early 2000's and was loved by customers, spoofed by media and even pastors, and lauded by experts. So it should be no surprise that national furniture retailer Furniture Row Companies, the parent company of Oak Express and other Furniture Row Shopping Center stores Sofa Mart, Bedroom Expressions and Denver Mattress Company, is bringing back the popular commercials.

Bill McKendry, one of the campaign's creators and National Marketing Director for Furniture Row Companies said: "Our hope is that the commercials will not only bring nostalgia and laughs to television viewers, but that it also serves as a reminder to furniture shoppers that Oak Express is still committed to high quality furnishings made of natural woods."

Returning from the Oak Express campaign are the television spots "Teen Angst," "Officer," "Directions," "Repair Shop," "Green Lawn," and "Hair Spray." The "Directions" ad was once featured on the BBC television show Commercial Breakdown, which features humorous television commercials from around the world. "Repair Shop" and "Green Lawn" were both featured on the internationally syndicated television show Worlds Greatest Commercials. All the spots making a return have won numerous national and international awards for their creative excellence.

The humor featured in the campaign is quirky and sardonic, using every day occurrences that are accepted as routine. Instead of the expected outcome, each event has a sharp twist, revealing the situation in a new, laughable light. It's best shown in the spot "Teen Angst," featuring two punk rock teenagers who at first appear to be on the verge of asking their parents if they can go out on a Saturday night. Suddenly, they hold up a puzzle with kittens on it, asking instead that their parents work on the puzzle with them. Oak Express/Furniture Row believe the point of difference messaging of the campaign is as, if not more, relevant today as when these commercials first ran.

Tim VanRyn, National General Manager of Oak Express stores, reinforced this point by saying: "While the 'norm' when it comes to furniture production and retail today means using plastics, veneers and particle board, we at Oak Express just don't see it that way. We're dedicated to providing our customers with solidly-built furnishings made with high quality materials and sold at the lowest cost possible."

About Oak Express

Oak Express sets itself apart by only carrying furnishings made from fine woods like oak, cherry, maple, pine, and more. From dining and entertainment to home office, Oak Express offers consumers a chance to own quality, long lasting furniture at very affordable prices. Oak Express is the largest cash buyer of wood furniture in the country.

About The Furniture Row Companies

The Furniture Row Companies make up one of the largest family-owned specialty home furnishings and bedding retailers operating over 330 stores in 31 states. For more information, please visit http://www.FurnitureRow.com. Furniture Row also owns and is the primary sponsor of a NASCAR Sprint Cup team. For more information on the #78 Furniture Row Racing program visit http://www.FurnitureRowRacing.com.

Contact: John Knippenberg, +1-303-454-1605

SOURCE Furniture Row LLC