A 10-second TV ad will appear in all of the breaks on ITV’s ‘The X Factor’ on Saturday night (19 October). The spot will reveal a new 3D neon logo and will emphasise HMV’s 92-year heritage with the tagline "home of entertainment since 1921".
It was created by The Council, which HMV appointed to the business in the summer. Kevin Hill was the creative director at The Council and Sophia Pendar-Hughes was the production director.
In August, HMV hired the former Warner Home Entertainment marketer Patrizia Leighton to be its head of marketing as it launched HMV Digital, its e-commerce offering.
HMV is opening a shop on the site of the store it had at 363 Oxford Street in 1921 today with an appearance from Paul McCartney.
Leighton said: "HMV is working with The Council to re-ignite and re-position the HMV brand.
"The ‘Home of Entertainment Since 1921’ campaign will launch with the re-opening of 363 Oxford Street, with a national roll-out [of the campaign] over the next three months, firmly cementing the brand’s relationship with UK customers as one of the most loved high street brands."
Longer TV advertising will come later in the year, featuring the new logo alongside specific products that can be bought at HMV. A Christmas campaign is currently in production.
Jeff Conrad, the managing director of The Council, said: "The refresh lends on HMV's heritage and injects a new found energy into the brand by bringing it to life."
Media planning and buying was from the7stars, which HMV appointed to the account in May.
Outdoor advertising has already launched on escalators, taxi tops and tube station barriers. The campaign will also be supported with digital and point-of-sale advertising. Graffiti-style street art featuring HMV's iconic dog symbol has also appeared on roads.
The restructuring specialist Hilco bought the entertainment retailer in April, after the struggling company went into administration in January. More than 140 branches were saved in a deal reported to be worth £50 million.