Ruggable’s campaign by Fearless Union is interesting on two counts. Firstly, it is far, far away from the expected using local humour rather than price or range. Secondly, it is airing on ITV1 and ITVX for one month as part of their Backing Business initiative.
The campaign, House Lingo, the brand’s first major UK effort, is based on the idea that the British are, and have always been, overly concerned with appearances. “We live in a constant tussle, the press release notes. “We desire beautiful things that say the right things about us to our visitors, but we don’t want those precious, beautiful things to constrain us or make us look too pretentious or uptight. What a dilemma.”
The creative doles out the judgement via comedian, Ellie Taylor, with very human humour.
On top of the TV run, the campaign includes social media for an extra two weeks throughout the UK autumn, supported with influencer and digital content. Broadcast media was planned and bought by The Specialist Works.
Clay Wertheimer, VP of UK & Europe, Ruggable, stated, “Launching our first TV ad with ITV marks a significant milestone for Ruggable in the UK and Europe. This campaign is more than just a commercial—it’s our way of inviting households across the nation to express themselves and celebrate the home as a place to create memories and seize moments of joy – messy or clean, with the perfect blend of style and practicality that Ruggable offers. We’re excited to bring our brand into homes through such a trusted platform, making washable, worry-free living more accessible than ever.”
Mark Campion, creative partner at Fearless Union, added, “What a palava furnishing our homes can be as Brits. We want all the things we want, but what will others think? On the other hand, we do love a good judge. Through The Key Hole didn’t run on and off for more than 30 years for no reason. With this campaign, we wanted to pull the rug out from under those layers of pretension and show what we all actually think underneath. Which is…please, not that cushion.”
“We are thrilled to be working with Ruggable on their first TV campaign, supporting them through our Backing Business initiative. Helping brands test, measure and scale on ITV makes TV more accessible and accountable. Ruggable is such a great brand for us to partner with and we are sure our viewers will love them too,” commented Jason Spencer, business development director at ITV.
Credits:
Brand: Ruggable
Client Team: Clay Wertheimer, Charlotte Ford, Claudia Kampmann
Creative Aagency: Fearless Union
Creative Director: Mark Campion
Account Director: Patrick Flynn
Strategy Director: David Craft
Agency Producer: Paula Mackerse
Media Agency: The Specialist Works
Director: Guy Paterson
Production Company Producer: Ashley Whyte
Production Company: Vigilante
Editor: Franco Guan
Post-production: Creep
Grade: Caroline George
Sound: Jak @ Bark Soho
Music: Eclectic Music
