Why Tesco’s ‘AI-free’, ‘high fashion’ homeware campaign is styled perfectly
Tesco’s updated homeware range, under the F&F brand, is boldly bringing beauty and high fashion into a previously utilitarian sector—and no, the ads are not made using AI.
Under the creative guidance of Thomas Bird and BBH, a stylish new ad campaign has been launched to highlight Tesco's refreshed homeware collection.
To celebrate the relaunch of its F&F Home department, Tesco unveiled a visually captivating campaign that reimagines everyday household items as bold fashion statements.
In its series of posters and television adverts, dinner plates are artfully arranged into an elegant dress, forks and spoons are transformed into a stunning gown, and cushions are meticulously crafted into a luxurious coat.
Tesco was keen to note, however, that each piece was created by hand, using hundreds of plates and over 500 pieces of cutlery. That’s right, no AI or CGI was involved in crafting the outfits or the campaign visuals. Skilled artisans thoughtfully designed and executed every element, ensuring the campaign’s high fashion look is rooted in genuine craftsmanship.
Our take
Low-cost, trendy homeware is not new.
My first trips to IKEA in the early 90s were spurred on by a memorable ‘chuck out your chintz’ campaign, which foreshadowed a more ‘Scandi’ look dominating suburban households country-wide.
Numerous low-cost homeware outlets sprung up in the wake of this, with H&M, Zara, and various supermarket chains all pitching themselves as stylish, utilitarian alternatives to the meatball-serving megalith from Sweden, as chains such as Laura Ashley lessened in popularity.
Tesco’s F&F homewares launch sets itself apart from the above, more ‘everyday’ furniture offerings by evoking ‘high fashion’ aesthetics to a surprisingly elegant effect.
In fact, if it wasn’t for the Tesco logo bringing the adverts back down to earth, we might genuinely be convinced that we were looking at a new design range for Selfridges.
It will be interesting to see how this strategy plays out. Certainly, as post-recession consumers, we’ve become adept at curating wardrobes and homes laden with items we like to reckon onlookers could readily mistake for designer fodder.
Tesco emphasising that its ads don’t use AI further highlights the attention to detail that’s gone into producing these genuinely dramatic scenes. If the homeware is any reflection of this, we reckon it's onto a winner.
Credits
Campaign title: Fashion Now Does Homeware
Advertising agency: BBH London
Deputy executive creative director: Felipe Guimares
Creative directors: Karen Davidson, Uche Ezugwu
Associate creative director: Zoe Stott
Copywriter: Ed Ryder
Art director: Jo Craig
Agency film producer: Tina Mwazange
Agency print producer: Pippa White
Head of design: Liam Thomas
Designers: Ant Jones, Adam Buckland
Planners: Jess Garlick, Salwa Ainaqi Saskia Jones
Business lead: Anna Rosenthal
Account directors: Sammy Mendel
Account manager: Ashleigh Jacobs
Social director: Tom Newman
Social account manager: Phoebe Evans
Client: Tesco Home and Clothing
Managing director of Home and Clothing: Jan Marchant Marketing
Director of Home and Clothing: Sarah Parmar
Head of brand and communications of Home: Rachel Nooney
Campaign manager of Home: Megan Middleton
Media agency: EssenceMediaCom
Campaign images courtesy of Tesco.
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