Wayfair's battle of the beige

Playing on the tropes and cliches of some other home furnishing catalogues, and on the grey and samey interiors to which others might aspire, this new campaign for Wayfair encourages people to 'go their own Wayfair'. 

Created by BBH London, with the first piece of work for the brand since they won the account last year, the 40-second spot is directed by Bjorn Ruhmann through SMUGGLER and features a couple who, initially, don't realise they're featuring in a catalogue for 'some other' brand. Once they see their reality for what it is, they are able to break free from the confines of the catalogue into the vibrant, eclectic world of Wayfair.

The spot, called Escape the Catalogue, says BBH "a response to a time when interiors have been overtaken by sameness, and when our homes look like our coffee shops, which look like our offices, which look like our homes".

“When Dorothy said ‘There’s no place like home’ she obviously wasn’t living through the Age of Greige,” said Helen Rhodes, Executive Creative Director at BBH. “In the first instalment of ‘Go Your Own Wayfair’ we’re opening eyes to this homogeneity and emboldening the audience to make design choices which reflect who they are, with the help of Wayfair’s immense range of products.”