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Paige Davis, the bubbly host of The Learning Channel's home-decoration show "Trading Spaces," is the new face of R.C. Willey Home Furnishings.
The campaign, which premiered Sunday and includes television, radio, billboard, print, Web and interactive advertisements, was the first major project completed by Love Communications, a Salt Lake City-based advertising agency, on the home furnishing store's behalf.
Love Communications first proposed recruiting Davis during R.C. Willey's national search for a new advertising firm, using the concept as a pitch of the company.
"Our idea was to hire a national celebrity spokesperson in the home improvement category, one that could change how consumers see R.C. Willey," said Tom Love, president of Love Communications.
John Youngren, vice president of strategic communications, suggested Davis, and management at R.C. Willey immediately embraced the idea.
"Paige is perfect," said Clark Yospe, vice president of marketing for R.C. Willey. "She's bubbly, well thought of, not intimidating. She's really fun."
"There were firms in New York and Las Vegas competing for this business," said Love. "I'm glad they hired a local one."
The campaign is not R.C. Willey's first use of big-name celebrities in advertising. Cindy Crawford and Hannah Montana each have furniture lines at the store. Crawford also shot a number of television commercials on R.C. Willey's behalf.
"We've had a lot of positive comments from customers and others about them," said Yospe.
Davis, who signed a multiyear contract, began filming in April. Over the course of three days, crews shot dozens of television spots and hundreds of stillframes for the campaign.
"She read and approved all of the scripts herself so that they were in her voice," said Love. "Our strategy is not to use her as a salesperson, but as a trusted friend who is pulling you in, saying that you've got to come see this."
R.C. Willey, which is owned by Warren Buffett's Berkshire Hathaway Inc., has stores in Utah, Idaho, Nevada and California, and is based in Salt Lake City. Davis will tour Utah branches during market visits in September.