Wren Kitchens has seen its showrooms turned into a stage for its latest TV campaign, directed by The Greatest Showman director Michael Gracey.
The advertisement features a dancing duo showcasing their gravity defying moves filmed across at Wren’s Southend-on-Sea and Greenwich showrooms as well as the OMA:X Film Studios.
Directed by Golden Globe and Academy Award nominated Gracey, each kitchen display is transformed into a continuous sequence with the action playing out to the soundtrack of Sammy Davis Jr’s ‘If They Could See Me Now’, from the 1966 Broadway musical Sweet Charity. The 39-piece orchestral accompaniment was re-recorded at the Abbey Road Studios.
The advert is built on the premise of imagination, and the exciting journey that customers go on when visiting the showrooms.
‘I thought if you brought in the right couple, you could bring something more than just dance moves, but a connection, and to create the whole experience of what it’s like to shop at Wren. When I look at Wren’s showrooms, I think of a stage to dance on and there are such a variety of kitchens and designs to have fun with – it’s just like an amazing playground. The experience of working with Wren was fantastic – they totally embraced the idea of turning their kitchens into a stage,’ says Gracey.
The opening scene sees Chrissy and Josh running hand-in-hand towards a Wren Kitchens showroom, before their imagination ignites and they’re welcomed by the Wren team on a Hollywood style staircase.
As they dance through the showroom, they walk up kitchen units, slide across worktops, bumping dishwashers closed and use the kitchens on display as their third dance partner.
The advertisement then shows Wren’s designs, service and technology before the grand finale wraps up the couple’s excitement as they dance on top of a fleet of Wren lorries backed by a dramatic firework display set against the iconic Humber Bridge which pays tribute to Wren’s Yorkshire and Lincolnshire routes.
The performance then pans back to Chrissy and Josh’s home in their Wren kitchen.
‘We wanted to celebrate the unique experience our customers enjoy, and this musical number showcases the greatest showrooms on earth and the journey our customers take, from exploring the widest range of kitchens in the UK, to seeing their dream kitchen come to life via our virtual reality software. The new ad also shows the passion, enthusiasm and enjoyment the whole Wren team provide through the planning, design, delivery and installation of our customers’ dream kitchens,’ says Rich Walker, Wren Kitchens marketing director.
