New Orwell-inspired spot by Creature that defies 'drab' marks a new era for Dunelm

Homewares retailer Dunelm has revealed its latest ad campaign today with a TV spot that opens on a dystopian, washed-out street of "sameness", one that hints at Orwell's 1984. Created by London agency Creature and directed by Stephen Pipe, it celebrates individuality and self-expression in the home.

Called Dun Your Way, it aims to "empower Dunelm's customers to defy expectations when it comes to creating and styling a home," according to the newly appointed agency. Opening with a grey and drab world, one that feels very much like something from the dystopian social science fiction genre, we hone in on a couple in their home, surrounded by dull tones and boring furniture. And then, the monotony is punctured by one defiant and confident Dunelm customer who arrives home with their new haul of purchases, setting off a chain reaction with neighbours who are inspired to start their own transformations.

All set to the iconic track Do Your Thing by Basement Jaxx, the campaign is confident and vibrant, giving Dunelm an "ownable brand and communications platform as well as a lively, bold tone of voice," according to David Murdin, who led the development of the campaign for Dunelm. "We hope it will empower our customers to create a home which brings them joy, done their way and no one else's."

Rolled out cross-channel on radio, social, in-store, digital and online, the campaign will also encourage customers to share "their way" 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," David adds.

Ben Middleton, the chief creative officer at Creature, says: "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 autumn campaign marks the launch of Dun Your Way, which will be followed by a Christmas push later this year, further amplifying the retailer's new platform.


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