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The commercial begins: "A lot of people think buying lumber is hard. But really, there's nothing to it."
"All you do is get out of the car."
"Look for the plywood. That's not plywood."
"Look for the siding. Find the siding. That's not siding."
"Look for this. Look for that. Skip this. Find this. Where's that come from?"
"Or, you can go to the new outdoor Answer Booth at Knox."
"And find what you want, without running around like a Stooge."
Throwback Thursday

Throwback Thursday: Three Stooges in the Yard

This slideshow breaks down a 1984 television commercial for Knox Lumber.

BY HBSDealer Staff

An article in the July 2, 1984 issue of National Home Center News, the forerunner of HBSDealer, carried the headline: “Knox adds humor to TV ad mix.”

And below it appeared several images of Larry, Curly and Moe — the universal symbols of mature and tasteful humor — in various stages of slapstick antics at a Knox Lumber yard.

The above slideshow breaks down the 1984 commercial for the St. Paul, Minn.-based dealer.

The comedy was coupled with a serious message: Knox Lumber makes it easy to buy lumber, especially thanks to its innovative outdoor Answer Booths, which the Three Stooges discover at the conclusion of the 30-second commercial. The spot was produced by the award-winning agency Fallon McElligott Rice.

The article also explained how the commercial attempted to move the conversation away from low prices. McElligott said: “Everyone out there is shouting price very loudly, and it is difficult to carve out a separate identity for a home center in that kind of environment.”

The commercial ends with the Three Stooges struggling to squeeze through the door of the Answer Booth. That’s comedy.


HBSDealer’s Throwback Thursday is sponsored by Schaffer Associates, a national management consulting firm specializing in executive search and organizational strategies for the hardware, home improvement, building materials, and consumer products industries. As the premier management consulting firm serving the industry, we help build organizations and leadership teams that foster corporate growth and success well into the future. Contact SchafferAssociates.com

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