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By John Glenday | Reporter

September 29, 2022 | 2 min read

Homeware purveyor Dunelm has ventured to Britain’s most bonkers street to offer respite to residents contending with ejecting post boxes, raining umbrellas and muddy car washes.

The Twilight Zone-style piece centers on a seemingly nondescript suburban cul-de-sac where everything is turned upside down. Embodying the sense of powerlessness currently faced by many, the humorous campaign takes a trip to Wits’ End to furnish frazzled families with all the homewares needed to create a personal refuge in difficult times.

Developed by Creature London with media strategy, planning and buying conducted by Goodstuff, the campaign airs in partnership with Capital FM, which will air supporting radio ads by Aimee Vivian and Jimmy Hill.

Chris Roughton, head of creative content at Dunelm, said: “Through this campaign, we want to help customers feel that regardless of what challenges life may throw, we believe there are still many little ways to make your home a haven.”

Following the launch of ’Dun Your Way’, the cross-channel autumn campaign will run on Channel 4 and ITV as well as broadcasting video on demand, YouTube and social.

A parallel social media campaign created by Byte/Dept will run across Instagram, Pinterest and Facebook.

Creativity Brand Purpose Dunelm

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