Catalog Review of Levykauppa Äx

My sons and I busted our guts today laughing about this awesome music store catalog that came into my mail slot today. It is pure genius. It takes a lot for me to actually make that statement and I’ve seen thousands of direct mail pieces in my time when residing in the US and Finland. I do have a degree in advertising for those not in the know.
I’ve been a customer of Levykauppa Äx, a Helsinki-based record store that sells vinyl, CDs, t-shirts, music related DVDs, books and then some. (Note: they have six other locations across Finland!) But lately, I haven’t set foot in there due to financial considerations. There is always something you just have to get when you venture inside. The store sucks you in and won’t let you go until you buy something. Your will power will be tested.
Now I’m eager to make another visit in the very near future, because this direct mail catalog:
(1) Uses clever humor to attract attention!
(2) Speaks to its target audience in easy to understand terms!
(3) Tells me what they have to offer, where to go, how to order and what’s in it for me!
In short, Levykauppa Äx has placed an ear to ear grin my face and offered me positive vibes about their philosophy, brand and sense of humor.
For those who are Finnish-language-challenged, here are a few glossary terms:

Sinä Olet Kakkapylly = You are a Poophead or You are a Turd or Your Backside is Shitty
Rakas Pökälemestari = Dear Poop Master
Lompuukin Avaaminen On Helppoa = Opening a Wallet is Easy
Puhelinpalvelun Esimies = Call Center Supervisor

Seriously. When was the last time you saw a catalog for anything that was this effective? Kudos and Kiitos to the company and their design team. They have created and delivered a marketing tool with such a refreshing take that it stands out impressively against the sea of blah that we have become so accustomed to lately. Thank you so very many!
(Note: Nando’s Notes is not being paid for this endorsement. I was just inspired to offer a review on what I think is good marketing. Period.)