The Drum Awards Festival - Extended Deadline

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By Audrey Kemp, LA Reporter

September 24, 2023 | 3 min read

It’s electrifying: the musical’s iconic soundtrack takes center stage in the homeware store’s fresh brand campaign.

A TV commercial for Dunelm launching today aims to get everyone on board with the following idea: the UK-based homeware chain is “the one [they] need – yes, indeed.”

‘The Home of Homes’ reprises the British homeware retailer’s existing calling card but revitalizes it by rewriting ‘You’re The One That I Want,’ the duet between John Travolta and Olivia Newton-John in the universally loved musical Grease.

In the ad, a family struggles with their dull and tired décor then visits Dunelm, a one-stop shop, to find everything they could possibly need to rejuvenate their home.

The new campaign marks the first piece of work from Dunelm since marketing director Sean McGinty joined the retailer from Aldi.

McGinty commented: “Putting the customer first, offering exceptional choice, unbeatable value and quality, along with a strong commitment to sustainability, has been the cornerstone of Dunelm’s success to date. ‘The Home of Homes‘ was already there; we’ve just shone a brighter light on it. Using it as a platform showcases the vast breadth of offers that makes Dunelm the ultimate homewares destination – we want everyone in the UK to know that Dunelm has the answer to all their homeware wants and needs.”

The campaign was ideated and developed by the London-based creative agency Creature.

“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,” added Stu Outhwaite-Noel, chief creative officer at Creature. “Excited isn’t the half of it – I’ve got chills and they’re multiplying.”

The ad campaign launches today across TV, broadcaster video-on-demand, YouTube, Radio, out-of-home, digital and paid social; Goodstuff Communications led the media plan.

Dara McBride, planning director at Goodstuff added: “We are delighted to launch the next phase of Dunelm’s brand campaign, further establishing them as the true Home of Homes. We know this campaign will be a hit, bringing to life this feel-good family favorite through electrifying media placements.”


Creative agency: Creature London

Media agency: GoodStuff

Production company: Outsider

Color and VFX: Absolute

Sound: Factory

Music: DLMDD

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