I very much enjoy the radio, with WGN (AM 720) in Chicago being the home spot on the dial for at least 40 years. While there have been many wonderful personalities over the years who were invited into my home or car such as Paul Harvey, Orrin Samuelson, Steve and Johnnie, and the “Girlfriends” as they made me think, laugh, or cry there have also been radio ads that linger. Not as brain worms because they are so awful there is no way to remove them but rather because they are perfectly done, year after year after year. Well-crafted ads that remain long after the radio is turned off due to the way they play to the strengths of the medium which benefits advertisers and listeners, alike.
Penny Mustard Furnishings radio ads are ones that I never tire of hearing, and with their newest freshly opened store located in Madison, more people will get the chance to know what I mean. The business is located in the former Ganser Company and Pier 1 Imports along the Beltline.
The ads feature folksy humor and down-home values at times about family and the importance of being a good person. I have, over the years, much enjoyed their ads on special days like Thanksgiving or Mother’s Day. While the ads are clearly aimed to sell home furnishings, they also underscore what radio is best at doing. Creating images in one’s mind and being a companion either while home chores are underway, or a car tip is in progress. No rudeness or bombast or trash talk—just sharply written and genuinely presented radio ads that do not seek to insult but to make for a smile among listeners and, hey, let’s check out that business for our next home needs. As a former radio broadcaster, I value their style of radio ads.
I constantly applaud those who respect radio listeners and know ad buys connect best when businesses know the importance of being invited, just like one would a person at the front door, into the home. Penny Mustard Furnishings is such a business, and while I have no stake in the company I do thank them for having high standards for their ads and public relations. The type of folks it would be a pleasure to chat with over a cup of coffee.