Sharps Bedrooms changes tack with first 'story-led' TV ad
Sharps Bedrooms says it is breaking away from the 'category-norm' with its new story-based TV campaign.
The ad, devised by The Market Creative in Manchester, tells the story of three different generations of the same family as they get ready to go out.
Sharps says the spot differs from typical bedroom company ads which usually focus on a montage of different bedroom styles.
Marketing director Tim Moore said: “Our new ad is aimed at raising brand awareness while driving activation for our design service. We chose to go down the storytelling route as while it’s a popular approach in retail, it’s quite unique in our category and so we anticipate it will help us to stand out and drive growth."
The ad breaks on 19 September during Channel 4's 'Come Dine With me' and signals the start of Sharps' autumn campaign, which will also include new in-store materials, press ads and brochures.
Sue Benson, managing director at The Market Creative said: “We wanted to move Sharps away from the category norm in TV advertising by taking a more emotive story-led approach.
"Viewers should find that they can better relate and connect with Sharps, but we don’t lose the chance to showcase the breadth and flexibility of the offering."