J&R > Uniquely New York Since 1971 > 

J&R > Broadcast TV 
J&R's appeal was it's very New York attitude; millions of strange, interesting, and unique characters walked through it's doors, and we wanted to show off that hyper-local, un-embellished understanding of their customers and the city they shared. These ads which I co-wrote with Ari Merkin –the founder of Toy (formerly Fallon NY)– were the result, showing J&R as the New York Landmark that it was, where all the character of the city shines through.
On launch the campaign was covered in The New York Times and Communication Arts. "Wall Street" ran locally during Superbowl XLIII, and "Santa Fight" was a Finalist at Cannes.
J&R > Print & OOH
We used the convention of J&Rs familiar newspaper ads to remind our audience of the brands long-standing presence as part of the fabric of New York, with a headline to elevate the brand with a laugh.

J&R Music and Computer World >
For it's swan song before closing its doors, the iconic NY megastore said "farewell" without any waterworks, choosing instead to remind New Yorkers what made the place so special since 1971.