Buy.com ads narrow focus

buy.com, Aliso Viejo, Calif.-based Internet superstore, launched a marketing and advertising campaign focused on the mission-oriented shopper. Consistent with buy.com's recently released "How Guys Buy" survey, buy.com is focused on shoppers who desire a fast, no-nonsense shopping experience. The campaign features multiple 30-second television executions. In some of the television spots, men wax poetic on the smells of the mall and the frivolous items for sale. In other spots, men are excited about ending up in irrelevant chat rooms or being redirected to entirely different sites.