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The Cotswold Company commissions AB to create brand film series


By Michael Feeley, Founder and chief exec

November 16, 2018 | 2 min read

Furniture manufacturer The Cotswold Company has commissioned AB to create a series of ads for Sky Adsmart.

The company, which recently rebranded its visual identity, wanted to move away from price points and Direct Response TV with the ads, instead requesting a series of brand films in the style of low-key realism. The photography was briefed as ‘rich with character but in soft, muted colours’ to create a feeling of warmth and confidence in the brand.

The films centre around small stories of the kind that typically unfold in the homes of the 25-55-year-old target audience. The ads position furniture as a key part of any family home and imparts the message that while life is never perfect, at least your furniture can be.

James Birtwhistle, co-founder of The Cotswold Company, said: “Following earlier success with our Direct Response TV creative which focused on great value furniture, we decided to broaden our message and establish The Cotswold Co as an aspirational, welcoming, honest furniture brand. We worked with AB to develop three 30-second TV adverts that would highlight superb quality furniture but without losing our affordability proposition. We know our customers think of us as a supplier of beautiful, country-inspired furniture that will be in their family for years to come, and these adverts take this message to a much broader audience.

“AB delivered three commercials that really encapsulate our aspirational values, the chaos that comes with everyday family life wrapped up with a sense of humour. As each story unfolds the audience will watch with a knowing smile, a nod of recognition and the feeling of yes, that happens in our home, too.”

AB’s creative director Marcus Bennett said: “It was great fun pitching and coming up with the ideas, one including a muddy boy and a dog messing up the hallway. How I relished the moment when our executive producer saw the route we’d chosen and exclaimed: ‘Children and animals!’ Happy days.”

Founded in 1983, AB is a full-service creative agency with offices in London and Exeter. Current clients include Doncaster Sheffield Airport, UseYourLocal and Sabio.


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