For some retailers, a weak local economy is an excuse for a weakening bottom line.

But, every retailer who is honest with themselves knows that regardless of economic factors, some businesses prosper.

Sheely’s Furniture & Appliances is a retailer that has innovated to meet changing consumer preferences and to fend off competitors’ challenges. Sheely’s also values the difference between mediocre marketing and marketing that brings an exceptional return on investment.

Nine years ago, Sheely’s saw that its market share was being threatened by an aging customer base and the entrance of new competitors. Sheely’s hired The Prodigal Media Company to develop and implement a plan to meet these challenges.

For nine years and counting, we have helped brand and market Sheely’s -- and have grown its market share and grown it younger. The TV campaign we’ve created for Sheely’s is perhaps he most visible aspect of our successful strategic marketing plan and branding effort.

The new thirty-second spot highlighted here is called “Never Been” and features a memorable, high-energy jingle performed by four very talented young performers. Khaled Tabbara of Prodigal Media composed and arranged the music with Nathan Stauffer, a soon-to-be graduate of Belmont College in Nashville, Tennessee (which has what many consider America’s finest commercial music program). The lyrics were written by Prodigal’s creative director, Jeff Hedrich, and the song was recorded at Ampreon Recorder.

The spot was shot in one-day (excluding rehearsals) on 16mm film at The Studio Workshop in New Springfield, Ohio. It was directed by Khaled Tabbara and was produced by Cynthia Rogers (who formerly lived and worked in production hotspot Vancouver, British Columbia, before moving to northeast Ohio and becoming a -- usually -- stay-at-home mom).

The Director of Photography and Camera Operator was David Litz of Magic 8 Ball, who has collaborated on projects with Jeff Hedrich since their days together at Glazen Creative in Cleveland, Ohio.

“Since our founding ten years ago,” says Jeff Hedrich, “one of Prodigal’s hallmarks has been bringing creative people together to deliver great work at an exceptionally efficient cost.”

“There is no one style or approach that typifies our work for our clients. But, there is perhaps a genuine, anti-cynical quality that underscores our work. A quality that today is almost countercultural.”