Amart Chucks A Sofa Out Of A Plane In An Existential & Wonderfully Odd New Work Via BMF
Amart is well known for it’s 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’ looks to redress the balance by dramatising Amart’s quality.
Its 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.
Alex Derwin BMF’s Creative, CCO commented: “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.”
Richard Woods, head of account management, BMF, added: “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.”
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.
CREDITS
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 Films
Executive Producer: Juliet Bishop
Executive Producer: Andrew McLean
DOP: Jac Fitzgerald
DOP Aerials: Joe Jennings
DOP Shotover: Greg Wilson
Editor: Lucas Baynes
Post Production: Arc Edit
Music: Original composition by Elliott Wheeler @ Turning Studios
Sound Design & Audio production: Rumble Studios
Latest News
Domino’s Launches Five New Chicken Products “Worth Crossing The Road For”
Domino’s is preparing to compete with the likes of KFC, McDonald’s and, now, Grill’d with another launch into the chicken fast food market. Announcing the launch of its new range, Domino’s said: “Tired of oily, deep fried chicken that leaves you feeling just as greasy? This summer enjoy more flavour and less fryer with Domino’s […]
Oatly Releases Witty Guides To ‘Help Dads Quit Dairy’, Including Controversial TV Ad
Challenger brand Oatly has unveiled a new set of creative, including controversial TV ads in the UK, which aims to help kids convince their dads to quit dairy. Dad recipes, witty replies to neutralise arguments, rhetorical judo and four new spots are among the resources Oatly has produced to help win over dads—a market of […]
Fitness Guru Joe Wicks Unleashes Mega Fart In Front Of 800,000 Online Fans
British fitness guru Joe Wicks has described it as the “longest ripper I’ve ever let out in my life” after he was busted farting during one of his YouTube fitness videos that was reportedly viewed by 800,000 of his online fans. The 34-year-old was just about to go live to air with his latest fitness […]
Radio Station 927 Returns To GfK Survey In 2021
RSN 927, one of Victoria’s longest standing radio stations is re-joining the GfK Radio Survey Ratings in 2021, after a 17 year absence. All of RSN’s flagship programs will be covered in the ratings, with RSN Breakfast Club, RSN Racing Pulse and RSN Central all featuring in the line-up for 2021, along with renowned tipsters […]
Lars Lehne Appointed As Group CEO Of Incubeta
Lars Lehne has been appointed Group CEO of Incubeta, the independent digital marketing services group. The former SYZYGY AG CEO will be taking over from founder Alan Lipschitz, whose company Interface made the reverse acquisition of IncuBeta Holdings in 2011. Lipschitz will be moving into the role of chairperson of the board of directors of […]
Google Data Reveals World’s Most Popular Takeaways; Chinese Tops For Aussies
It may be frosty relations between Beijing and Canberra at the moment but that hasn’t stopped Chinese topping the list of Australia’s favourite takeaway food. However, Aussies’ choice for a dim-sim was at odds with the rest of the world where pizza topped the list as the globe’s preferred takeaway. The list was compiled by […]
Entertainment Appoints FutureBrand Australia To Lead Brand Transformation
Entertainment has appointed FutureBrand to help deliver its brand and customer experience transformation, as part of a business-wide strategy that will reshape how Entertainment engages with its members, merchants and fundraisers. FutureBrand’s work with Entertainment will inform all areas of the brand, from brand strategy and identity to voice, content and experience. By applying FutureBrand’s ‘sprint’ […]
Nine Announces Mega MAFS Reunion Special
Nine has announced a Married at First Sight Grand Reunion special will air over two nights on Sunday, January 31, at 7.00pm and Sunday, February 7, at 7.00pm on Nine and 9Now. In part one of the reunion, the dinner table is set to host Dean Wells, Tracey Jewel, Cyrell Paule, Ines Basic, Jessika Power, Martha […]
Established Brands Join Forces To Launch New Comparison And Advice Hub, Compare Club
Some of Australia’s most established and fastest-growing comparison and advice services have joined forces to form Compare Club, a new resource that offers bespoke advice to over one million customer enquiries per year about key financial decisions. Unlike other sites, Compare Club offers a full end-to-end service from customer enquiry and product discovery through to […]
2020 Sees Over 80% Of Aussies Turn To SVOD
New data from Roy Morgan has revealed 17.3 million Australians – 82.1 per cent of the country – watched a subscription TV service in an average four weeks last year, as COVID-19 restrictions forced people to stay home. This was up 2.4 million people (16.2 per cent) from the year prior. “Subscription TV services have […]
Reports: Lebron James Leaves Coke, Set To Back New-Look Mountain Dew
NBA superstar Lebron James is parting ways with Coca Cola Co and is reportedly set to back a rival brand, according to news out of the United States. According to Front Office Sports, James is poised to join an expanding group of NBA and WNBA stars pitching the rebranded Mountain Dew, ‘MTN DEW’, which reportedly […]
MKTG Australia Unveils New Leadership Team
MKTG Sports & Entertainment has announced several senior leadership developments in Australia, including the expansion of the role of current managing director, Matt Connell, to lead MKTG’s efforts across the APAC region; Jarrad Provis’ promotion to general manager, marketing strategy; and Jeremy Francis, as chief operating officer. In addition, Stephanie Rudnick, former head of PR […]
Get A Wriggle On! Entries Are Open For B&T’s Women Leading Tech Awards
2020 wasn’t really a good year for anyone. Between the pandemic and the constant stream of bad news, most of us are looking forward to a brighter 2021. And what better way to kickstart your 2021 than with a prestigious award. We’ve already launched our Women Leading Tech Awards for 2021, following the success of […]
SpotX Joins The Trade Desk’s Unified ID 2.0 Initiative
SpotX has announced it is integrating the Unified ID 2.0 solution, an open source and interoperable ID framework designed to improve relevant advertising while protecting consumer privacy and transparency without relying on third-party cookies. The solution upgrades identification standards by using encrypted and hashed email addresses, allowing consumers to easily manage how their personal data […]
Triple J’s Hottest 100: Only A Few Hundred Votes Separate First And Second Place!
Hottest 100 top songs of the year are neck and neck. B&T editor still working out who G Flip and Mallrat are.
Some Funny Bugger Has Stolen Pauline Hanson’s Website And Redirected It To The Refugee Council
It's a safe bet to assume "I don't like it" was uttered a few times up in Queensland this morning.
LinkedIn Launches Jobs Bootcamp To Make “2021 The Year Of Your Career”
B&T's hoping Uber Eats or Diageo will be the next company to launch an all-day Bootcamp.
WhatsApp Takes Out Full-Page Newspaper Ad To Address Privacy Concerns
After spending the last decade sending newspapers broke, Zuckerberg finally decides to throw them a bone with these ads.
Hailey Bieber, Kendall Jenner & Precious Lee Front Latest Versace Campaign
B&T's editor is more of a Lowes than Versace man, but he has been known to sport a colourful kaftan from time to time.
Greg ‘Blewey’ Blewett To Join Bernie And Jars For The Drive Home On Adelaide’s 104.7 Triple M
Adelaide's prodigal son is returning to the airwaves. Greg Blewett that is, not Guy Sebastian.
Lotame Extends New Cookieless ID Solution With Magnite, Sovrn, Eyeota And Advance Local Integrations
Dissapointingly, Lotame not rolling up sleeves and baking double choc cookies, as featured image would suggest.
Landor Australia Rebrands Women’s Tennis Association
Women's Tennis Association undergoes first rebrand in a decade, and not one tennis racket was thrown in a tantrum.
Collingwood Women’s Football Team Partners With AIA Australia
Collingwood women’s football team partners With AIA Australia. B&T hears it was a beautiful ceremony.
“Focus On Paying For Original Content”: Treasurer Slams Google’s Move To Block News Stories
Not one but two stories about Aussie politicians today. No, you're not reading The Guardian.
Integral Ad Science Acquires Amino Payments
Amino Payments joins the IAS family. Hopefully they don't get the middle child treatment.
Volkswagen Unveils Electric SUV, The ID.4, In Stunning Spot ‘The Wheel’ Via Johannes Leonardo
Zoetropes, a praxinoscope, early projectors, and a phenakistoscope have all been used to channel what is considered a monumental moment for carmaker Volkswagen in a new short by Johannes Leonardo. Directed by Sam Brown, the 90-second film ‘The Wheel’ uses some of the oldest devices of motion in film—the Zoetrope (praxinoscope, early projectors, and phenakistoscope)—as […]
ENGINE Group Australia Launches Media Agency
B&T will be extremely disappointed if the agency isn't asking its clients to "Rev the ENGINE" with this move.
DoubleVerify Earns MRC Accreditation For CTV Measurement
DoubleVerify earns this new accreditation which sadly does not come with a gold star or a giant sticker.
Rob Reilly Appointed As WPP Global Chief Creative Officer
Rob Reilly wins the race of WPP global CCO. Although not without a slight Achilles tendon tear, B&T understands.
R/GA Lands Uber Global Social Account As Agency Of Record
R/GA team excited about instantly scoring a 5 star Uber rating following this global win.
