Circuit City Launches firedog(SM) TV Spots During FOX's '24' Premiere

CHICAGO, and RICHMOND, Va., Jan. 19 /PRNewswire/ -- FOX Network viewers got more than they bargained for this past Sunday and Monday. During "24's" two-part season premiere, Circuit City Stores, Inc. debuted its first TV campaign for firedog(SM), the company's new brand that provides a new level of personal computer services, home theater installations and integration of home electronics.

The two 30-second commercials, "Ralph" and "Obedience", were created by Euro RSCG Chicago.

Circuit City made this show its platform for firedog(SM)'s TV launch because "24," a program with a dedicated weekly following of nearly 14 million viewers, is a rare "appointment TV" exception in the age of TiVo and busy schedules.

"We were thrilled to debut firedog(SM)'s first TV campaign during "24's" highly anticipated season premiere," said Peter Weedfald, chief marketing officer of Circuit City. "The idea of launching firedog(TM) during this program was a natural fit for us, as the show's star relies on technology to get him out of countless jams."

"With the upcoming launch of Vista and the Super Bowl fast-approaching, our goal is to reach viewers with the message that firedog(SM) is there to assist consumers in using and integrating the technologies that make up their 'digital life,'" said Marc Sieger, senior vice president and general merchandise manager of services at Circuit City.

"firedog(SM) is about helping improve man's relationship with technology, and the ads speak to this point with both humor and excitement about the new brand," said William Mericle, executive creative director of Euro RSCG Chicago.

The firedog(SM) Challenge Sweepstakes accompanies the "24" launch. The contest takes place at http://www.firedog.com/, where viewers have the chance to win a trip to Fox Studios in Los Angeles and a firedog(TM) home theater installation by answering trivia questions related to the show.

Euro RSCG Chicago won the firedog(TM) launch assignment in 2005. The brand debuted in September 2006, supported by in-store, print and online.

About Circuit City Stores, Inc.

Circuit City Stores, Inc. , Richmond, VA, is a leading specialty retailer of consumer electronics. The domestic segment operates through 642 Superstores and 12 other locations in 158 U.S. markets. The international segment operates through more than 955 retail stores and dealer outlets in Canada. Circuit City also operates Web sites at http://www.circuitcity.com/, http://www.thesource.ca/, and at http://www.firedog.com/.

(Logo: http://www.newscom.com/cgi-bin/prnh/20060905/DCTU008LOGO ) About Euro RSCG Worldwide

Euro RSCG Worldwide, a leading integrated marketing communications agency and Advertising Age's 2006 Global Agency of the Year, is made up of 233 offices located in 75 countries throughout Europe, North America, Latin America, and Asia-Pacific. Euro RSCG provides advertising, marketing services, corporate communications, and interactive solutions to global, regional, and local clients. The agency's client roster includes Airbus, Air France, BNP Paribas, Capgemini, Charles Schwab, Danone Group, Diageo, IBM, Jaguar, L'Oreal, LVMH Louis Vuitton, PSA Peugeot Citroen, Reckitt Benckiser, sanofi- aventis, Schering-Plough, Verizon, and Volvo. Headquartered in New York, Euro RSCG Worldwide is the largest unit of Havas, a world leader in communications (Euronext Paris SA: HAV.PA).

Euro RSCG Chicago serves clients including Assurant Health, Barilla, Calphalon, Graco Children's Products, Circuit City, Citigroup, Culligan, DirectBuy, Potbelly and Valspar.

Credit List - "Obedience School":30, "Ralph":30 Production Company: Smuggler Director - Renny Maslow Executive Producer - Patrick Milling Smith, Brian Carmody Line Producer - Rhonda Vernet DP - Bryan Newman Agency: Euro RSCG - Chicago Chief Creative Officer: Steffan Postaer Executive Creative Director - William Mericle Group Creative Director - Paul Janas Copywriter - Merrideth Kalil, Terry Cosgrove Art Director - Simon Kao Producer - Monica Wilkins Editorial: Whitehouse Post Editor - Angelo Valencia Asst. Editor - Tim Warmanen Post Producer - Dawn Guzowski Audio and Sound Design and Mix: Another Country Producer - Scott Maples Engineer - John Binder Final Online, Telecine, Graphics: Filmworkers Club Online Editor - Rob Churchill Colorist - Fred Keller Post Producer - Dan Walsh