Instead of hunkering down to weather the Panic of '08, J&R decided that now was the time to brand J&R as the only electronics retailer that managed to thrive despite everything the city and the economy has thrown at it since 1971. The clear reason J&R had survived where competition had failed was the attention to service, keeping prices low, and thoroughly understanding their customers and the city they shared. These ads were the result, and on launch the campaign was covered in
The New York Times (PDF). "Wall Street" ran during
Superbowl XLIII, and "Santa Fight" was a Finalist at
Cannes 2009.
