Here's a bit of light relief in these serious times. Suki Waterhouse, the British model and actress, poses in home furnishings including a lampshade, rolled-up carpet and cushions and pillows in a tongue-in-cheek new Spring/Summer spot from U.K. retailer Argos.
The spot is a continuation of the brand's "So Stylish You Can Wear It" campaign promoting its homewares range, which debuted in 2019 from agency The&Partnership. The latest ad a spot-on pastiche of a fashion or perfume spot, with Waterhouse giving a suitably deadpan performance as she spouts meaningless lines like "your mind is a drawer...open it" and poses with a duck. All of the "costumes" were designed by costume designer Verity Hawkes and made from the brands’ furniture and homewares products.
David Kerr directed the ad via Hungryman. “As a comedy director, most of the scripts I’m sent are dialogue-driven; people saying and reacting to funny stuff,” Kerr said in a statement. “I loved that this script was full of amazing imagery and that the voiceover acted as a comic counterpoint. I wanted the film to play with the po-faced profundity we sometimes see in perfume commercials—and for the absurdity to build in a gradual, incremental way.”
The wider campaign includes out-of-home ads, press, an AR Instagram filter and a behind-the-scenes spoof film.Timing of the launch may coincide with the U.K. going into virtual lockdown, and we're wondering if homewares could be a growth area over the next few weeks as people are forced into spending more time with their home furnishings.