From Real Bob To Little Bob To Michael — Mastermind Behind Bob's Discount Furniture Commercials Has Retired

MANCHESTER, CT — Before we heard the catch phrases "Oh my Bob," and "Come on Down," it was more like, "What the heck Michael?"

Then is was co-founder Gene Rosenberg saying, "That's weird enough to work," stamping the legacy of Michael Bannon as the mastermind behind those commercials at Bob's Discount Furniture.

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Bannon, the longtime creative director and producer behind the Bob's Discount Furniture advertising campaigns and the creator of the company's "Little Bob" mascot, has retired after more than 30 years with the retailer.

Bannon retired in June after joining the company at its founding in 1991. During his tenure, he helped shape the Manchester-based retailer's advertising identity, from its early television commercials featuring co-founder Bob Kaufman to the creation of his alter-ego, Little Bob, the stop-motion animated mascot that has now become synonymous with the brand.

Bannon's relationship with the company began before Bob's Discount Furniture was established. According to the company, he approached Rosenberg with the idea that furniture could be marketed differently and produced two stop-motion clay animation commercials to demonstrate his approach.

After viewing the advertisements, Rosenberg decided to move forward with the concept (with the aforementioned "weird" comment), beginning a creative partnership that would continue for more than three decades.

When Bob's Discount Furniture opened its first store in Newington, Bannon produced the company's initial television commercials, featuring Kaufman promoting the retailer's "no gimmicks" approach to furniture sales.

Bob. was, well, Bob, right from the beginning.

"There was something different about Bob," Bannon said. "From store number one, he cared about the people. He was people-first."

As the company expanded, Bannon established its in-house creative agency, LB&Co., and in 2003 introduced Little Bob, a stop-motion character modeled after Kaufman's personality and philosophy — in a, gasp, even shorter version.

"A lot of places come up with animated gimmicks to catch people's eyeballs," Bannon said. "Little Bob is a manifestation of a real human being with a different philosophy of how to sell furniture."

That's right, Bannon, who often carried Little Bob around out in the open on promotional trips, said they were regularly stopped at airports and in other public places by adoring fans.

And Little Bob stars in commercials made in-house, right at the Manchester headquarters.

Kaufman credited Bannon with helping define the company's image.

"I'm grateful to Michael for making Bob's what it is today, for helping to shape what it continues to become and for the legacy he leaves behind," Kaufman said.

Chief Marketing Officer Steve Nesle said Bannon's contributions extended beyond advertising campaigns.

"He was a mentor, collaborator, innovator and builder of teams," Nesle said in a statement. "His dedication to excellence helped create a creative culture that continues to thrive today."

Today, Bob's Discount Furniture operates more than 200 stores in 27 states, with Little Bob continuing to serve as the company's primary advertising mascot.

Bannon said he is confident the creative team he helped build will continue the brand's work.

"I can walk away and not look back or worry about anything going away," he said. "It's a good place to be leaving it."