Walter E. Smithe Furniture Brothers "Lost In Translation Ad" Features Pierre Deux line

Furniture World Magazine

The Walter E. Smithe Furniture brothers get lost in translation, literally, as they parlez Francais in a new television ad filmed at Chicago landmark Buckingham Fountain and featuring Illinois Secretary of State Jesse White and his namesake tumbling team. Showcasing the new Pierre Deux French Country collection, carried exclusively in Chicago by Smithe, the ad features members of the internationally known Jesse White Tumbling Team (www.jessewhitetumblingteam.com) somersaulting across a sofa on which Walter, Tim, and Mark Smithe are seated, along with White. As the action transpires, the Smithes chat in French with White. Although the spot has English subtitles, French-speaking viewers will have a different interpretation, according to middle brother Tim. "Since none of us speak French, we all memorized the dialogue phonetically," he explained. "Walter and I decided to play a prank on youngest brother Mark. We take turns playing jokes on each other, and it was Mark's turn. We had him memorize a line that he thought meant 'We are proud to introduce our Pierre Deux line.' But what he is really saying is, 'A clown just called me and said he wanted his tie back'." "I didn't mind being the target of my brother's jokes because it was for two good causes: the restoration of Buckingham Fountain and the wonderful Jesse White tumblers," said Mark. Getting in on the gag all along, White did his own ad libs in French. While the English subtitle reads "Looks good, hit it guys," he actually directs a mock challenge in French to President Barack Obama, saying "I would make a great President." The Smithes selected Buckingham Fountain (full name: Clarence Buckingham Memorial Fountain) for the shoot because they thought its French connection fit well with the Pierre Deux line. "The fountain was actually inspired by the Latona basin at Versailles, and is one of the largest in the world," explains Walter. As a four-generation Chicagoland business, Smithe Furniture also wanted to support the massive restoration effort (www.restorethefountain.com) underway on the fountain, which was built in 1927. To that end, the company made a donation, and included the organization's web site link at the end of the spot. The commercial also supports the Jesse White Tumbling Team, a nonprofit created by White in 1959 as a juvenile delinquency prevention program. More than 10,000 young men and women have participated since its inception, and their acrobatic performances are frequently seen at business and sporting events, including halftime shows for the National Basketball Association, the National Football League and Major League Baseball games. The new spot can be viewed at www.smithe.com, along with other Walter E. Smithe Furniture commercials and videos. About Walter E. Smithe Walter E. Smithe is a four-generation, family owned and operated furniture retailer that originated in 1945 on Chicago's northwest side. Today, from its Itasca, Ill., headquarters, it operates 13 showrooms throughout Chicagoland and northwest Indiana. The company's "you dream it, we build it" approach allows consumers to customize their furniture purchases with thousands of different upholstery fabrics and leathers, and a variety of special treatments. Design services from more than 225 company designers are included with every purchase.