• by Richard Whitman , Columnist, November 1, 2016

OK, to clarify, the work that won Devito/Verdi 11 Hatch Awards isn't really cheesy. It's only sort of cheesy in a sort of brilliant way. But anyone who lived in the Boston area for any length of time in the past 20 years will totally understand the use of the word cheesy in conjunction with Boston-based furniture retailer Bernie & Phyl's.

For years, Bernie & Phyl's advertising consisted of, well, Bernie and Phyl sitting on a couch -- for the most part -- spouting furniture advertising cliches in thick Boston accents. Recently that's changed after the retailer began working with Devito/Verdi.

Devito/Verdi took a unique approach with their award-winning work: the work features vintage stock film from B movies and other unmemorable productions that are dubbed with updated dialogue promoting the price, selection and quality of the offerings at Bernie & Phyl's. The out-of-home ads utilize suggestive copy and risque wordplay to help sell beds, dressers and sofas.

It's a bit of a step up from earlier "quality, comfort and price. That's nice" cheesiness.

All in, the agency's work nabbed four silver, one bronze and six merit awards. Bernie & Phyl's took home the top award in the category for the best "Television Campaigns Under $50,000," and tied for the best in the "Regional TV Campaign" category.

You can view the TV effort here and the print here.

The Hatch Awards is New England's annual awards for creative branding and marketing. With award categories ranging from print to TV broadcast to digital, mobile, and web-based content, the Hatch Awards,
much like Cannes Lions on a global scale, celebrates the best in creative excellence in the region. To be considered for a Hatch Award the creative concept must have roots in New England, whether it be from a New England-based agency or client. This year's awards were presented Oct. 26 in Boston.

Of the win, Devito/Verdi President Ellis Verdi said, "It's thrilling to do so well in New England's toughest awards show. We feel right at home in Boston, and are fortunate that Bernie & Phyl's was willing to take such a dramatic leap creatively with us. The awards from the Hatch Committee help validate that decision."

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