U.K. online home store Wayfair is kicking off the next phase of its nationwide campaign by bringing furniture fantasies to life.
Made with advertising agency Jung Von Matt (JvM), the latest effort features two 20-second TV ads that follow a commuter cyclist and a muddy rugby player, both lost in their own furniture fantasies.
The new iteration of the "Get It Out of Your Head and Into Your Home" campaign builds on the idea that home decor dreams can quickly become reality.
Whether it’s a sleek, spacious dining table or a flat wall mirror, Wayfair offers the solution to transform these daydreams into real spaces.
“Our new UK campaign captures the magic of turning inspiration into real life. We have all daydreamed about that one homeware item that will make a huge difference to the look or practicalities of our home.
[T]his campaign reminds customers that with Wayfair’s unrivaled selection and fast shipping, we can make their dream spaces a reality – quickly and effortlessly," Wayfair UK Head of Brand Carey Pearson said in a statement.
Meanwhile, Head of Creative Mike Pearson shared that the campaign's playful approach to furniture helps bring out customers' individuality.
"This creative collaboration with JvM presented an exciting opportunity to showcase the unexpectedly playful side of furnishing your home.
Whatever your home style, at Wayfair, we will be able to fulfill your ultimate furnishings fantasies," he added.
The campaign rolls out today across TV, Website, email, Instagram, Facebook, Pinterest, and YouTube, with an additional OOH component launching in May.
The latest work from the brand and agency taps into consumers' tendency to fantasize about redesigning their spaces, especially when they see a piece they particularly like.
Wayfair's brand storytelling captures this perfectly, letting everyone know that getting their dream furniture out of their heads and into their homes can be done easily through the shopping platform.
What's In Their Heads?
Directed by Chris Balmond, the two hero spots feature a comedic contrast between daydreams and reality.
In the first spot titled "Rugby," a player daydreams of a sleek vase being unpacked from a Wayfair delivery box.
His fantasy then begins to crumble when the furniture around him begins to shake, finally being jolted out of his daydream when he's tackled by his opponent to the ground.
The second spot, "Cyclist," sees a cyclist lost in thought about a stylish new deep green sofa.
Her fantasy world is then interrupted by the real-life honking of cars before it's revealed that the woman is actually in the middle of the road, lost in her own thoughts and desires after seeing a Wayfair billboard.
Wayfair first introduced its "Get It Out of Your Head and Into Your Home" campaign in May of last year.
