A modern couple can't get their head around 'offline' shopping in Bed, Bath and Beyond ad

Homewares retailer Bed, Bath and Beyond is targeting the screen-obsessed generation with a new digital campaign that features a couple who just can't get their head around "offline shopping."

The spot, by EVB, is set in a Bed, Bath and Beyond store, wherean employee explains to an overexcited woman and her phone-obsessed partner the concept that they can touch everything, and shipping is "immediate" in an actual physical store because they can just take the stuff home with them. The latter even makes the guy look up from his phone for a second and remark "Nice."

Although the idea is about offline, the targeting is all digital: the campaign is running across social channels including YouTube, Facebook, and Instagram/Instagram Stories. It's designed to drive traffic to the brand’s brick-and- mortar stores by reintroducing customers to the benefits of “offline shopping” in a fun and memorable way.

“These video ads will reach Bed Bath & Beyond’s customers in a variety of personalized ways, based on behavioral targeting, to enhance their shopping journey and experience. Sometimes, going into the store to get exactly what you want is the perfect answer, and these videos will remind consumers of just that,” says John Reid, chief creative officer, EVB, in a statement.