"The Hug of Home"

1 March 2023

30s

Home run.

When DAVID learned there was a new SCS ad in the wild, he didn't know whether to laugh, cry, or pray. He watched it after a deep breath, and could not believe it was from the same brand that haunted his dreams for years. If only DAVID had known that krow now has the account... their transformative campaign for DFS provided them with all the knowledge needed to pull this off, and by turning to Outsider, they fully put the OG band back together.

That means no Martin Kemp, Victoria Thomas Gough, or Peter Dickson—instead, we get a folksy soundtrack and a whimsical welcome home for the protagonist. As soon as she opens the front door, everyone (and everything) tries to make her feel like a VIP.

Through a neat blend of practical effects and CGI, the coat rack takes mum's jacket off, a rug ferries her towards her excited child (the look on his face when he hears the front door is both cute and relatable), and the sofa gives both a 'hug'.

It's not a groundbreaking approach (see Habitat, IKEA, etc.), but it is a seismic step-up in quality for the brand. In an age of pointless reboots, this one is more than justified.

UK

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