When Publicis Middle East and Home Centre noticed that the brand’s furniture was appearing in countless ads across the region for other brands, a brilliant idea was born. Instead of making new ads, they simply pointed to Home Centre products in existing ones.
Using targeted YouTube pre-rolls, There We Are highlighted Home Centre products just before the original ad played, turning other brands’ productions into Home Centre’s own showcase. Their production, their budgets, their media, their audience, became Home Centre’s spotlight.
Ads from all over the region were transformed into Home Centre’s product catalogue. But the brands behind these ads did not go unappreciated. Every time Home Centre hijacked an ad, it also tipped its hat with messages such as, “This ad may not sell this table. But the next one will.” – acting as playful thank-yous to credit where it was due.
“We realised our furniture was already in the limelight,” stated Siddarth Sivaprakash, head of marketing and brand, Home Centre. “So, instead of starting from scratch, we just said, ‘There We Are’ and let our product catalogue shine in other brands’ commercials. It’s smart, simple, and shows people just how vast, versatile and ubiquitous our product range really is.”
The message goes deeper. For a brand often perceived as the quieter alternative to certain big-name competitors, There We Are is also a declaration of presence against Swedish giants. It’s a statement that says Home Centre’s products don’t just fit in, they belong. Whether it’s a comedy skit, a luxury fragrance ad, or a family dinner spot, Home Centre shows up and blends in effortlessly.
“Home Centre’s furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too. So, we thought, why not let everyone be aware of it?” stated Augusto Correia, creative director at Publicis Middle East.
Credits
Agency: Publicis Groupe
Chief Executive Officer: Bassel Kakish
Chief Strategy Officer: Tahaab Rais
Chief Executive Officer: Nathalie Gevresse
Agency: Publicis Middle East
Executive Creative Director: Aunindo Sen
Creative Director: Augusto Correira
Associate Creative Director: Aliza Siddiqi
Copywriter: Nicolas Richard
Art Directors: Andre Sakai & Jorge Yoshida
Editor: Deydson Rocha
Motion Designers: Guilherme Xopper & Chawki Berro
Head of Production: Shereen Mostafa
Agency Producers: Ahmed El Ruby, Nicolas Balaa & Upasana Kumar
Director: Issam Saadane
Producer: Nadia Karout
Business Lead: Vicky Kripalani
Account Manager: Aya Baltaji
Client: Landmark Group [Home Centre]
Head of Marketing: Siddarth Sivaprakash
Senior Marketing Manager: Vivek Narayanan
Assistant Manager: Ojasvita Chandra
Digital Agency: Digitas
Associate Business Director: Bachir Sahyoun
Media Manager: Omar Savage
Senior Executive: Fahad Irfan
Music: Sonido Antro
Music Director: Lucas Duque
Project Manager: Vanessa Mayrink
