Machine-washable rug firm Ruggable has shared a ‘Through The Keyhole’ inspired spot for its first ever UK television campaign.
Created by London-based agency Fearless Union, ‘House Lingo’ is centred around the line “Beautiful. Washable. Ruggable”, and is based on the idea that most Brits agonise over whether treasured household possessions make them appear too pretentious or uptight, or equally not refined enough.
The creative campaign portrays the rugs as not only beautiful but also as an item that makes you seem fun and laid back.
Fearless Union creative partner Mark Campion said: “What a palava furnishing our homes can be as Brits. We want all the things we want, but what will others think? On the other hand, we do love a good judge.”
“Through The Key Hole didn’t run on and off for more than 30 years for no reason. With this campaign, we wanted to pull the rug out from under those layers of pretension and show what we all actually think underneath. Which is…please, not that cushion.”
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Set to air on ITV1 and ITVX as part of their Backing Business initiative and across social media for a further two months throughout the autumn as part of the company’s major media investment, the campaign will also be supported with influencer and digital content.
Media was planned and bought by The Specialist Works.
ITV business development director Jason Spencer said: “We are thrilled to be working with Ruggable on their first TV campaign, supporting them through our Backing Business initiative.”
“Helping brands test, measure and scale on ITV makes TV more accessible and accountable. Ruggable is such a great brand for us to partner with and we are sure our viewers will love them too.”
Ruggable UK and Europe vice president Clay Wertheimer added: “Launching our first TV ad with ITV marks a significant milestone for Ruggable in the UK and Europe. This campaign is more than just a commercial—it’s our way of inviting households across the nation to express themselves and celebrate the home as a place to create memories and seize moments of joy – messy or clean, with the perfect blend of style and practicality that Ruggable offers.”
“We’re excited to bring our brand into homes through such a trusted platform, making washable, worry-free living more accessible than ever,” Wertheimer continued.