British homewares brand Dunelm has released a bright new campaign, ‘Dun Your Way,’ designed to blow away the autumn blues.
The spot, created by ad agency Creature, shows a dystopian vision of colorless suburbia, where families live drab, grey lives. The introduction of a carrier bag bursting with colorful Dunelm furnishings begins a domino effect, leading to a riotous embrace of maximalism, set to Do Your Thing by Basement Jaxx.
Ben Middleton, chief creative officer at Creature, said: “The launch of the ‘Dun Your Way’ campaign is a big, bold, liberating leap forward, designed to inspire and delight the interior tastes of the masses and our mums. Making this work with the highly ambitious, ferociously smart team at Dunelm has been a ton of fun and now we are excitedly waiting to see everything from cushions to curtains changing all over the country.“
The spot features the use of British Sign Language, shown in one conversation between two women as they redecorate.
The ad was directed by Stephen Pipe. The 60-second ad launched on ITV over the weekend including key slots on The Case, ITV News, Paul O’Grady’s Saturday Night Line Up and Sunday murder serial Grantchester. Media strategy for the campaign is being handled by Goodstuff.
David Murdin, interim brand marketing director for Dunelm, said: “The launch of ’Dun Your Way’ gives us an ownable brand and communications platform as well as a lively, bold tone of voice, which we hope will empower our customers to create a home that brings them joy, done their way and no one else’s.
“We’ll be encouraging both our colleagues and customers to share ‘their way’ with us over the next few months, showing us the Dunelm products they love and how they’ve done things their way when decorating and styling their homes.”