U.K. online retailer Very's latest campaign is an uplifting, crowdsourced music video that puts a pandemic-era spin on Madness' 80s hit "Our House."
The campaign, by Grey London, began in early March with a call out to families on radio station Heart, asking for video clips of them performing the song. The resulting film, with appearances by Madness' singer Suggs and pop star Sophie Ellis-Bextor (who entertained people with her "kitchen discos" online in 2020) broke on Saturday night on ITV during the popular show "Ant and Dec's Saturday Night Takeaway." It's a joyful melange of people playing makeshift instruments, dancing on their doorsteps, holding yoga poses and singing into paintbrushes as they pay homage to the place where they've spent the last three months of lockdown. "Our house is our world at this very moment," says the tagline.
Other elements of the campaign include a TikTok Live house party DJ set hosted by Ellis-Bextor, which ran directly before the ad. Grey worked in partnership with TikTok’s Creative Lab team to develop the creative and assets for the campaign on TikTok. Very is also providing free home makeovers to consumers in a partnership with community decorating firm Good Guys Decorating.
Very says the campaign was inspired by the creative ways in which people have adapted their homes over the course of the pandemic. “Over the past 12 months, there has been a fundamental shift in the way we view our homes. These familiar four walls have become so much more than a place to eat and sleep – kitchens have become discos, gardens have become festivals and living rooms have become fairy castles," said Carly O'Brien, chief marketing officer at the Very Group, in a statement. “As a multi-category retailer we can play a huge part in helping the nation adapt their homes, as our home lives continue to evolve in the future."
Grey launched the "This Very Moment" campaign for Very after winning the retailer's business last May; it has also included a Christmas ad that aimed to capture the build up to the holiday in a down-to-earth way.