Furniture retailer Sofology has unveiled a new campaign film celebrating those “who know exactly what they want”.
The spot, devised by creative agency TBWA\MCR, is part of the firm’s ‘So Fussy, Sofology’ brand platform. It follows on from the brand’s ‘New Pet’ activation, which was launched in September.
It’s new spot reframes fussiness as a “positive trait” and follows an ice-cream vendor who pays close attention to detail.
James McWalter, head of brand marketing at Sofology said: “For years, people have been shunned and shamed for their fussiness. It’s been seen as an inconvenience, and it’s led to many an unhappy sofa-related compromise.
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“But at Sofology, we know that customers aren’t simply buying an item of furniture, they’re buying an item that they’ve been searching long and hard for, one that reflects their own unique personality. ”
Sofology aims to develop stronger brand awareness with consumers and “spark conversations”. The spot will run across YouTube, Meta, Pinterest and TVC, in 30, 15, 10 and 6-second formats.
Gary Fawcett, executive creative director at TBWA\MCR added: “Sofology is a brand that sits on a retail park, among plenty of competition, and the ads that go with these brands contribute to a sense of going sofa blind.
“We needed an idea that unlocked the audience’s motivation and insight, they’re not buying for a practical ‘need’, they’re buying for want. With ‘So fussy? Sofology’ we’ve built a platform that cuts through conventions, hero-ing those who have an eye for design, have a vision, by celebrating the premium, detailed and quality nature of Sofology’s products.”
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