HELLO MY NAME IS LARS LARSEN this. Since, right from the start-up of JYSK, we had used me – the businessman - in our advertisements successfully it was, in fact, rather logical to use this same concept on TV. We were convinced that everybody else would make colourful, highly professional commercials, as was the practice in other countries. We wanted to make a difference and so we did the opposite – very simple and down to earth commercials. It was not exactly what Saks Film (who produced them) was used to. I thought this ”TV stuff” was terribly expensive. In fact it cost me several thousand DKK… per second. So I could not speak too much nonsense. So we decided that it would only last 10 seconds, which was in fact the least you could buy. This meant that we could afford to show the commercial a lot of times. This is where I really learned to be brief. I had to introduce myself and tell people that I was the owner of Jysk Sengetøjslager. I also needed to give the customer a good offer, for which JYSK was already famous and I had to say goodbye and see you later – all this within 10 seconds. After discarding a lot of superfluous words, the commercial ended up having the following wording: ”Hello – my name is Lars Larsen and I’m the owner of Jysk Sengetøjslager – I have a good offer for you – 2 quilts and 2 pillows DKK 999 and the stuffing is natural – I’ll see you at Jysk Sengetøjslager”. 114
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