Amart launches new brand platform ‘It Just Makes Sense’ via BMF with unconventional test
Amart is well known for its low prices, but its reputation for quality and style is, in many ways, under-valued. The furniture stores new brand platform ‘It Just Makes Sense’ via BMF, looks to redress the balance by dramatizing Amart’s amazing quality. Their beds, chairs, sofas and tables are made better, look better and last longer than many of its competitors, and always at an unbeatable price.
To launch this Long Idea, BMF has taken Amart’s number one proof point and competitive point of difference, the all-inclusive warranty, and carried out an unconventional torture test to prove it.
Says Alex Derwin, creative, CCO, BMF: “Being thrown out of an airplane at 15,000 feet has a clarifying effect on the mind of a sofa. This ad ponders the existential questions of life, death, and the undoubted benefits of an all-inclusive guarantee.”
Says Richard Woods, head of account management, BMF: “Distinctive, memorable and impactful are three horribly overused words in our game. But I hope people will agree that this work makes a decent fist of all three. We incredibly proud of it and, like the featured sofa, we are confident it will land hard.”
Says Tracey Kruske, national marketing manager, Amart: “‘It just makes sense’ is the perfect expression of the all-round value we offer customers every day and it’s simple message coupled with an epic execution has huge potential. We can’t wait for people out there to see it.”
The brand platform is led by TV and supported by online films, social and an integrated retail campaign across TV, Online, OOH, radio and in-store.
Client: Amart
CEO: Lee Chadwick
COO: Scott Pears
General Manager, Customer: Sam Viney
National Marketing Manager: Tracey Kruske
Marketing Manager: Larissa Lees
Marketing Executive: Michaela Sharp
Creative Agency: BMF
Chief Creative Officer: Alex Derwin
Creative: Stephanie Allen
Senior Designer: Fiona McLeod
Senior Designer: Melinda Cole
Chief Strategy Officer: Christina Aventi
Group Planning Director: Thomasine Burnap
Chief Executive Officer: Stephen McArdle
Head of Account Management: Richard Woods
Senior Account Manager: Siham Zirkak
Head of TV: Jenny Lee-Archer
Director: Hamish Rothwell
Production Company: Good Oil
Executive Producer: Juliet Bishop
Executive Producer: Andrew McLean
DOP: Jac Fitzgerald
DOP Aerials: Joe Jennings
DOP Shotover: Greg Wilson
Editor: Johanna Scott
VFX Artist: Eugene Richards
Post Production: ARC EDIT
Music: Original composition by Elliott Wheeler @ Turning Studios
Sound Design & Audio production: Rumble Studios
36 Comments
Steph is a star!
https://www.collider.com.au/directors/daniel-askill/hyundai-i30-reinvented/
This one is a lot more rewarding.
It’s a couch. Mate.
I’ve seen it before too. Haha. Maybe dig deeper for your refs, hey. https://www.youtube.com/watch?v=76eISN598mU
When did Y&R Bris lose the Amart account?
Need to know what happened to Y&R Brisbane. Everyone in Bris knew they were getting royally shafted on the financials so who fired who?
It’s a tired idea and one that has been done before many times.
Goodness me, this is really really really good.
https://vimeo.com/291676721
This is very good.
Very memorable and very funny.
Anyone saying this is a rip off of the Hyundai spot needs to buy some award annuals. This is quite clearly a mediocre attempt at recreating the beauty of this https://www.youtube.com/watch?v=76eISN598mU&ab_channel=CommercialArchive
in terms of previous versions of this idea you can go back much further —> The Hitchhiker’s Guide to the Galaxy…. in it’s various iterations novels, tv series & film….. with the awesome scene with the 2 whales falling towards earth & having an existential dilemma before impact
Made me laugh
But the script is a knockout. Lovely writing. Will get noticed on TV. Yes, it seems as if Steph is a star.
How can you be a ‘star’ when you’ve basically ripped off an old idea?
I love this – love it.
Has things falling out of the sky been done before yes? But who gives a fuck, and the references above are not even similar ideas.
I love the idea, and the writing is wonderful. It’s also got loads of lovely product shots.
Why can’t we just go – this is bloody good well done.
100% agree
Unfortunately this will do nothing for Amart. Good for the agency reel at least.
Why? Please explain. It’s memorable and entertaining, so instantly better than 99% of most ads.
Nice one Steff! This is great!
Steph*** oops
Stop copying.
and thats all that matters
It’s a couch falling out the sky?
Love your work Steph!
I did it first with a whale and a bowl of petunias… https://www.youtube.com/watch?v=h02a2HSB58M
Cmon…this is a straight rip off
Do we really think that anyone that this ad targets will know, or if so, care, that other ads have things falling out of the sky? And might have had bigger budgets or more grandiose pretensions.
It’s there to sell couches. By getting people to pay attention (against their will) to a sales pitch of some sort.
Job done I’d say. In style. Might move the brand on from cheap and nasty too. Like they did with Aldi.
PS – making ads isn’t making art or creating original contributions to the sum of human knowledge. So the whole “copying” thing. You’d need to convince me that it’s a problem for anyone other than someone who mistakenly thinks they ARE making art or creating original contributions to the sum of human knowledge.
My only word for this ad ….stupid. Why not show a sofa for it’s comfort and style ? Is that what Amart sofas lack ? The ad did manage to demonstrate that throwing one out of a plane is not a success. If you told yourself this ad was cool ….it’s not.
Says their couches a cheap, throw away and break.
Fail.
Thanks for your input Karen.
Brilliantly written. The VO is killer!
Beautiful Welsh Accent makes it.
I love the Welsh accent. Who is the guy ? ❤️
What’s going through the mind of this sofa ? Really? Steal from hitchhikers guide to the galaxy more.