Dunelm: You're The One That I Want

TV | OOH | RADIO

We worked with Dunelm to show the UK that it is the ‘Home of Homes’ with a new brand platform and campaign for Autumn/Winter 2023.

Dunelm is the UK's leading homewares retailer, and while ‘The Home of Homes’ has been Dunelm’s calling card for many years, we need to create a campaign that gave it new resonance as Dunelm’s holistic and flexible brand platform. In its new role, ‘The Home of Homes’ takes on a significantly evolved focus, allowing Dunelm to showcase its breadth of range, amazing value, quality, sustainability, environmental initiatives and charity work.

The campaign is built around an iconic soundtrack. Set to a rewriting of Grease’s ‘You’re The One That I Want’, the TV ad sees a family struggling with their dull and tired décor, then visiting Dunelm and finding everything they could possibly need to rejuvenate their home, all under one roof.

Stu Outhwaite-Noel, Chief Creative Officer at Creature, adds: “Working with Dunelm is a joy, especially when you get to mess with one of the all-time-great trans-generational wedding dancefloor fillers to make a piece of work that we suspect real people are going to bloody love. Excited isn’t the half of it - I’ve got chills and they’re multiplying.”

The campaign launched across TV, BVOD, YouTube, Radio, Out of Home, Digital and Paid Social.