People struggle with the great outdoors in funny ads from Article

People love the outdoors, but not too much, in a humorous new campaign for online furniture brand Article Furniture that's fresh and unusual for the category. 

Mischief @ No Fixed Address created two new spots depicting situations in which people struggle with outdoor activities such as horseback riding or hiking. The end up being much happier enjoying nature while relaxing on their new garden chairs. Pete Marquis directed the ads via Strike Anywhere.

The 30-second spots will run on social as well as on Hulu and a number of local TV broadcasters across Washington D.C., Los Angeles, Seattle and Boston. The campaign also includes out-of-home ads in L.A.

The push leverages comedy to cut through in a space dominated by product shots and sales-led advertising. 

“At Article, our goal is to be the easiest way to create your outdoor space," said Daniel Mew, director of advertising at Article. "As a part of that, we wanted to highlight that people can still enjoy the outdoors after a long winter season, even if they don’t consider themselves outdoorsy. Taking a different creative direction to the industry norm, the team at Mischief helped us create a campaign that speaks honestly about how our customers will enjoy our beautiful modern furniture.”