Lumber Liquidators new advertising from Pinnacle, the Chicago agency that got high marks for its Super Bowl advertising for WeatherTech,  marks a return to the company-founder as Spokesman approach that has successfully fueled business results for brands overtime. The new work returns to the brand’s roots with a straightforward and no-nonsense creative approach. The spots mirror the authenticity of founder Tom Sullivan, who appears in the commercials with the parting words of “tell them Tom sent you.”

“Together with Pinnacle, we wanted to get back to the basics of our offering. One of our spots is called No Frills, and that says it all—we focus on delivering high-quality products at the best possible prices,” said Tom Sullivan, original founder of Lumber Liquidators and F9 Investments.

The new campaign will run on (broadcast television, CTV and social media) and includes three 30-second spots, :15-second spots, (OOH, and digital display).

“Lumber Liquidators is a founder-led consumer product company, which is right in our wheelhouse,” said Michael Magnusson, CEO of Pinnacle Advertising. “We collaborated closely with Tom and his team to create a direct and down to earth creative campaign that we feel perfectly reflects both the company and its founder.”