Dear Radio Shack: Stop trying to be all familiar with us. Remember The Hut (as in Pizza)?

We’ve held off logging in on this, because everybody’s been having their fun with The Shack. But also out of respect. We’ve been going to Radio Shack since forever, not that we ever end up buying anything, but it’s a great place to waste time — especially those strange back aisles filled with connectors and coaxil cables and oddball customers always trying to share how they’ve been able to jigger free cable upgrades.

Also, we appreciated how in their last campaign Radio Shack showed us how to get close-ups of Bambi by frankensteining a bunch of different stuff together.

But, we keep getting bombarded with this buddy buddy name thing, and its really starting to bug us. Every damn Sunday, more and more cutesy slogans from The Shack fall out of our paper.

So we started asking around. And despite what agency Butler, Shine, Stern & Partners claim, we can’t find any DNA reason to support going all colloquial and familiar on us. We haven’t found a single person who ever called it ‘The Shack’. And though the agency maintains it’s an employee inner circle term, none of the employees at our local Radio Shack, ever use it. Or at least, the don’t admit to using it.

So now, The Shack is supposed to be more like a friend. Problem is, no matter how un-adlike and casual Butler Shine makes the commercials, Radio Shack is just not important enough in most peoples’ lives to earn the familiar. (We could see, however, calling The Shake Shack ‘The Shack’.)

You’d have thought agency and client would have learned a lesson from Pizza Hut when it tried to become The Hut, as in the cool place where everyone comes to hang.

But so goes the myopia of most brands. It’s hard for them not to see themselves as the center of their universe.

We only have your best interests at heart, Radio Shack. We say, embrace who you are and stop pretending to be our pal. It just feels way too Anthony Michael Hall-ish.