A couch falls 15,000 feet from a plane in new Amart TVC from BMF
An Amart couch is put to the ultimate test in a dramatic TV ad heralding in the furniture store’s new brand platform: ‘It Just Makes Sense’.
Created by BMF, the spot features a couch being thrown out of a plane at 15,000 feet, threatening “utter destruction”. Against the backdrop of theatrical music, a sombre narrator wonders whether the couch is thinking: “This is not ideal. I didn’t ask for this.”
No, the narrator concludes. During its cinematic free fall, the couch is actually thinking, “I am an Amart sofa. I am amazing” because of the brand’s all-inclusive guarantee on furniture purchases.
“Being thrown out of an plane at 15,000 feet has a clarifying effect on the mind of a sofa,” said BMF’s chief creative officer, Alex Derwin.
“This ad ponders the existential questions of life, death, and the undoubted benefits of an all-inclusive guarantee.”
The agency’s head of account management, Richard Woods, added that “distinctive, memorable and impactful are three horribly overused words in our game.
“But I hope people will agree that this work makes a decent fist of all three. We are incredibly proud of it and, like the featured sofa, we are confident it will land hard.”
Amart, which recently appointed independent agency Nunn Media to its media account, noted that the new brand platform communicates the company’s value, versus that of its competitors.
“‘It just makes sense’ is the perfect expression of the all-round value we offer customers every day and it’s simple message coupled with an epic execution has huge potential,” said national marketing manager, Tracey Kruske.
“We can’t wait for people out there to see it.”
The new platform will be led by the TVC, but also supported by online films, social, and an integrated retail campaign across TV, out of home, radio, in-store, and online.
Credits:
Client: Amart
CEO: Lee Chadwick
COO: Scott Pears
General Manager, Customer: Sam Viney
National Marketing Manager: Tracey Kruske
Marketing Manager: Larissa Lees
Marketing Executive: Michaela Sharp
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative: Stephanie Allen
Senior Designer: Fiona McLeod
Senior Designer: Melinda Cole
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Senior Account Manager: Siham Zirkak
Head of TV: Jenny Lee-Archer
Director: Hamish Rothwell
Production Company: Good Oil Films
Executive Producer: Juliet Bishop
Executive Producer: Andrew McLean
DOP: Jac Fitzgerald
DOP Aerials: Joe Jennings
DOP Shotover: Greg Wilson
Editor: Lucas Baynes
Post Production: Arc Edit
Music: Original composition by Elliott Wheeler @ Turning Studios
Sound Design & Audio production: Rumble Studios
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Brittney Rigby was Mumbrella's deputy managing editor - news and analysis. She left Mumbrella in April 2021.
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