Gatecrasher launch first TV campaign for Bedshed
Bedshed has launched a new television campaign using humour to help build a greater emotional connection with homemakers.
“The ads are a move away from past campaigns which have been almost exclusively ‘price and product’ focussed with not much in the way of brand messaging”, said Bedshed marketing manager, Sarah Freedman.
“This is the result of an extensive 6 month process including national research by Synovate and joint strategic development by Bedshed and Gatecrasher”.
Gatecrasher’s Adam Barker said: “Bedding is an incredibly competitive and cluttered market, so we needed a creative approach that would get cut through”.
There are five new commercials in the suite which will be rolled out over the next three months. The campaign was art directed by Lori Canalini and written by Adam Barker. Film director was Damien Kelly of The Guild in Melbourne.
19 Comments
IKEA?
Ikea. Only not as good. But let’s be fair here as this is WAY, WAY better that anything else Bedshed has ever done.
Well done to GC for talking the client into investing in a TV campaign. It may not pick up any awards, but it’s fun and the public will love it. This and the up-weighted Freedom TV from MC could soon begin to challenge Ikea. Looking forward to what Marketforce come up with in way of a response to this for the swedes.
It’s been a bit quiet on here lately. We needed a good controversy to generate a bit of interest. This story should top 50 comments in the coming week even despite the Easter break. And we all know why.
Let’s hope it’s not 50 comments saying absolutely nothing like your comment 2.51.
In this incredibly competitive and cluttered market, I see change is good.
Given the history of the crap that Bedshed have always done I can’t bring myself to have a go at this effort from GC. We all know these are rejected first round ikea scripts, but aside from that, well done to the client for going for a campaign that will at least stand out and bring a bit of charm to their brand.
It takes 6 months of research to work out that the best approach is to use the exact same idea as IKEA?
This is pretty embarrassing guys.
1 and 2 yawn yawn. Very ‘nudge, nudge if you know what I mean’. Gotta love that old double meaning concept…or not.
3. Dull.
Sorry guys just don’t do it for me.
Heres the next script:
Woman heard to say in low sexy voice ‘Jeff you can get up now I’m ready’.
camera pans round to show Jeff lying in relaxed mood and woman is showered and clothed. Of course they are going out.
Jeff is so relaxed in his Bedshed bed that well, he just can’t get up.
May need a little tweaking.
I want to slaughter this work but it feels wrong. It’s too easy, like clubbing seals. I don’t mean by that that the work is cute. It’s not. It might be defenseless but it’s not cute.
I am sure this is just a stepping stone to better things for both client and agency. Look forward to seeing what they replace the awful existing endline with at the next stage of brand development
My humble suggestion:
Bedshed
Not quite trendy but we’re working on it.
@231
Completely agree – maybe like clubbing a baby slug?
Why would this top “50 comments” 2.51?
Honestly, I think most ad people are too kind to put the boot in. They know Bedshed would be a hard client to do anything decent for and don’t want to dismiss this as copycat rubbish because they’d probably do the same in Gatecrasher’s shoes.
I predict 16 comments, tops.
And Junior creatives, please refrain from sharing your ideas unless they are actually funny, or clever.
As you were…
Or:
Its just somewhere to kip…get over it!
i agree with twelvety:96. these are the best bedshed ads i ever saw.
My question is why would you take scripts like these out of the state at a time when the local production industry is suffering as a result of the downturn. Look what Rob Forsythe for example did with pretty much the same kind material for Ikea.
His renditions were at least underplayed with a sense of gritty realism. These come across as totally contrived and predictable.
I do have to agree –
Question: What are you thinking taking work out of the state when we have loads of talent right here?
Answer: Client pays for a little jaunt over east.