THIS IS HOME – Ashley HomeStore 2022 | Clapboard Ad Archive

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THIS IS HOME - Ashley HomeStore | Clapboard Ad Archive

Ashley HomeStore’s THIS IS HOME campaign, developed by CONTACT and launched in the Household Products category in 2022, is a quietly assured demonstration of how authentic emotional resonance can be built through the everyday rather than the exceptional. Distinct from the hard-sell tactics and curated perfectionism that often permeate home furnishing advertising, THIS IS HOME pivots to a musical film format where the power sits in highly relatable vignettes: moments of laughter at the kitchen table, solitary self-care against the morning light, and the quietly vital presence of loved ones in the flow of domestic rituals. The campaign sidesteps narrative progression, problem-solution mechanics, celebrity casting, and overt symbolism, instead aligning itself with what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery. This approach positions the viewer as participant rather than spectator, presenting homes furnished by Ashley HomeStore not as distant aspirations but as natural extensions of lived experience—rooms that bear witness to small joys, acts of care, and subtle longing. By layering visual storytelling with an evocative musical backdrop, CONTACT operationalizes music’s capacity for eliciting emotion and memory, reinforcing the idea that furniture and decor are less about transaction than the creation of an environment where identity, comfort, and relationships intersect. This positioning is acutely strategic within the market context: where competitors like IKEA lean functional and price-driven, Wayfair foregrounds variety and digital ease, and Pottery Barn signals aspirational exclusivity, Ashley HomeStore here asserts itself as the brand that understands home as an emotional foundation—where products hold meaning primarily through the lives they help foster. Language and casting ensure local cultural relevance, embedding the work firmly in its Georgian context without resorting to nostalgia or cliché. The effect is a campaign that, while measured in scope, delivers a compelling invitation for viewers to recognize themselves and their desires reflected onscreen, reaffirming the brand as a partner in the creation of deeply personal living spaces. Clapboard rates this 60/100. For an industry too often preoccupied with glossy surface and trend cycles, THIS IS HOME signals a re-centering of the lived emotional realities that shape how we define—and furnish—the concept of home.

Credits

Client

Ashley HomeStore

Agency

CONTACT

Producer

Gogita Chikvaidze

Crew

Masho Devdariani, Ninutsa Sinjikashvili, Kato Bubuteishvili, Goga Karbelashvili, Bacho Iakobidze, Bidzina Chkhaidze, Giorgi Chofliani, Beqa Dvalishvili, Iziko Baramidze, Mariam Fridonashvili, Keti Kvinikhidze, Mari Endeladze, Giorgi Seiranov, Liza Gabunia, Sofio Machavariani, Ana Ella Voinvarc, Mukhran Akhalaia, Mindia Inasaridze, Tamar Malishava

Director

Gogita Chikvaidze

Cinematographer

Giorgi Mkheidze

Art Director

Iziko Baramidze

Cast

Nais Kasradze, Giorgi Gvelesiani, Goga Chanturidze, Giorgi Zakashvili, Tina Nikoleishvili, Anka Zamtaradze, Tamaz Rurua, Tornike Beltadze, Grigol Pirtskhalaishvili

Music

Lua, Lua & Zuka, Zuka simonishvili

Special Thanks To

Giorgi Kajilashvili, Gela Arevadze, Kristine Kiknavelidze.

The "THIS IS HOME" campaign by Ashley HomeStore leverages emotional resonance to position the brand as more than just a furniture retailer—it emphasizes the home as a sanctuary filled with meaningful moments and personal care. The brand proposition centers on the idea that a home is intrinsically tied to feelings of comfort, connection, and self-expression, suggesting that Ashley HomeStore’s products help cultivate these everyday experiences. By weaving together themes of love, reflection, and nurturing, the campaign aims to reinforce the value of creating a space that truly feels like home. Strategically, the campaign employs a musical genre to engage viewers on an emotional level, using relatable, everyday scenarios that reflect the audience’s desires and lifestyle. The insight driving this approach is the recognition that consumers associate their living environments with personal memories and emotions, making home furnishings a deeply personal choice. By depicting scenes that evoke these universal experiences and presenting them through a musical narrative, the campaign attempts to create a sense of identification and warmth. The focus on simple yet impactful moments aligns with targeting individuals or families who prioritize emotional well-being alongside functionality in their household products. This emotional and artistic presentation differentiates Ashley HomeStore within the household product category, positioning it as a brand that understands and supports the emotional dimensions of home life.

FORMAT#10 ASSOCIATED USER IMAGERY — Shows a user profile the target audience can relate to or aspire to. This campaign, titled "THIS IS HOME," is described as a musical commercial where "in each shot you will recognize yourself or your desires." Its focus is on relatable emotional moments spent at home, with loved ones and in acts of self-care. Rather than telling a narrative-driven story, highlighting a problem/solution, featuring celebrities, or using symbolism/exaggeration, the campaign centers on depicting scenes and emotions that viewers personally identify with. The core creative device is showing vignettes that mirror the everyday aspirations and experiences of the target audience, embodying FORMAT#10’s hallmark: aspirational, relatable user imagery designed to foster connection and empathy between viewers and the brand’s home furnishings. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. IKEA – Market Positioning IKEA positions itself as a global leader in affordable, stylish, and functional home furnishings, emphasizing contemporary design and sustainability. Its self-assembly model and wide product range appeal to younger, budget-conscious consumers seeking modern solutions for urban living. 2. Wayfair – Market Positioning Wayfair leverages its robust e-commerce platform to offer an extensive assortment of household products with a focus on convenience, variety, and competitive pricing. It differentiates through personalized recommendations, fast shipping, and strong online customer service. 3. La-Z-Boy – Market Positioning La-Z-Boy specializes in comfortable, durable, and customizable recliners and seating furniture, focusing on delivering relaxation and quality craftsmanship. Its brand is strongly associated with traditional American comfort and reliability. 4. Rooms To Go – Market Positioning Rooms To Go targets value-focused customers by offering affordable, pre-packaged furniture sets that simplify the buying process. Its strategic emphasis on convenience and competitive pricing caters well to families and first-time homeowners. 5. Pottery Barn – Market Positioning Pottery Barn is positioned as an upscale home furnishing retailer offering timeless, high-quality products that blend classic and contemporary styles. The brand emphasizes craftsmanship, customization options, and an elevated lifestyle experience for mid-to-high income consumers.

Q: What is THIS IS HOME about? A: THIS IS HOME is a 2022 campaign created for Ashley HomeStore by the CONTACT agency, targeting the household products market. The campaign centers on a musical commercial that explores the emotional significance of home, portraying everyday moments of comfort, connection, and self-care with loved ones. Rather than focusing on narrative or celebrity endorsements, the film uses relatable vignettes to evoke the universal experience of home as a sanctuary. Presented in the Georgian language, THIS IS HOME aims to resonate with viewers by reflecting their own desires and aspirations within the context of home life. Q: What creative device does THIS IS HOME use? A: THIS IS HOME employs FORMAT#10 ASSOCIATED USER IMAGERY, as classified by Clapboard's 12-format taxonomy. This creative device centers on showcasing user profiles and scenarios that the target audience can either relate to directly or aspire to emulate. The campaign avoids overt storytelling or symbolic exaggeration, instead presenting a series of vignettes that mirror the everyday experiences and emotional aspirations of its viewers. By focusing on authentic, recognizable moments, the campaign fosters empathy and identification, positioning Ashley HomeStore’s products as integral to the audience’s lived reality. Q: What is the campaign proposition for THIS IS HOME? A: The campaign proposition for THIS IS HOME positions Ashley HomeStore as more than a furniture retailer, emphasizing its role in helping consumers create homes filled with comfort, connection, and self-expression. The strategic message targets individuals and families who value emotional well-being alongside functionality in their living spaces. By weaving together themes of love, reflection, and nurturing through a musical narrative, the campaign underscores the idea that home furnishings are deeply personal choices tied to cherished memories and everyday experiences, reinforcing Ashley HomeStore’s promise to support the emotional dimensions of home life. Q: How does THIS IS HOME rank in Clapboard's archive? A: THIS IS HOME holds a Clapboard Campaign Score of 60/100 in Clapboard's global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the household products sector. Q: Who are the competitors in Ashley HomeStore's category? A: In the household products category, Ashley HomeStore competes with several key brands. IKEA is recognized for its affordable, stylish, and functional furnishings with a focus on contemporary design and sustainability, appealing to younger, budget-conscious consumers. Wayfair stands out for its extensive online assortment, convenience, and personalized recommendations. La-Z-Boy is synonymous with comfort and durability, specializing in customizable recliners and traditional American craftsmanship. Rooms To Go targets value-focused customers with affordable, pre-packaged furniture sets that simplify purchasing. Pottery Barn occupies the upscale segment, offering timeless, high-quality products that blend classic and contemporary styles for mid-to-high income consumers.