Action Industries is a long-established leading provider of garage door weatherseals, but when the company recently decided to introduce a new line of competitively priced hardware, it faced a challenge: the garage door dealers they serve already had other sources and weren’t easily convinced to try another.

Knowing from Action’s own insights and research that their industry is largely based on supplier-dealer relationships, Rosenberg developed an imaginative solution. The new campaign gains impact from copy that suggests a different kind of relationship.

These double entendres are not only a powerful way to cut through advertising clutter; they’re also written so that they draw attention directly to Action’s selling points. At the same time, all materials contain common visual elements that further distinguish Action from its competitors.

/ Husqvarna Viking
/ Alson Jewelers
/ Modern Medical
/ Feldmar Watch Company
/ Friedman, Domiano & Smith
/ National Settlement Consultants
/ Action Industries
/ American Heart Association
/ Discount Drug Mart
/ 78th Street Studios