November 13, 2012, 10:59 AM

Gilt Groupe takes to the airwaves

The flash-sale retailer is the latest web merchant to advertise on TV.

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Gilt Groupe Inc. this week debuted two 30-second TV ads, its first foray into TV advertising. The web-only flash-sale retailer joins a clutch of other web-only retailers that have turned to mass media TV advertising in recent months.

The Gilt ads are booked to appear on cable networks including Style, HGTV, Lifetime and TLC. Ad agency Berlin Cameron United created the spots and media planning firm Ocean Media is handing placement.

One ad, called High Noon, features two well-dressed women engaged in a standoff over a pair of high-heeled shoes. When the clock strikes 12—Gilt’s sales start daily at noon Eastern time—both women try to nab the shoes. The woman armed with a smartphone wins. The second ad features a young woman in the backseat of a taxi changing into multiple outlets, from casual dress to elegant dress.

In October, web-only flash-sale retailer One Kings Lane also debuted its first TV ads. The campaign is called Design is Never Done and the first ad appeared during an episode of “Revenge,” a TV drama on ABC. The campaign includes three advertisements created by ad agency Wieden + Kennedy New York.

Web-only home goods and furniture retailer Wayfair LLC launched its first ads in September. Flash-sale retailer Fab.com, which sells jewelry, home décor, art, gifts, gadgets and more, also tested 30-second TV spots in September. Wayfair worked with ad agency Penabrand for its campaign, while Fab worked with Arnold Worldwide. Subscription-based web-only retailer JewelMint.com and Nordstrom Inc.-owned flash-sale retailer HauteLook launched TV spots earlier this year.

Gilt Group is No. 49 in Internet Retailer’s Top 500 Guide. One Kings Lane is No. 173. Wayfair is No. 50 and Fab.com is No. 449.

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