Dunelm Matches Up for Partnership with First Dates

MullenLowe London has launched a new series of idents for British home furnishings retailer, Dunelm in partnership with awarding-winning Channel 4 dating show, First Dates.

The idents follow a successful year of sponsorship for Dunelm with idents featuring in popular morning show This Morning and ITV dating show Back to Mine

The campaign invites viewers to imagine a world where home products enjoy that joyously awkward, fun and nerve-racking experience of dating. We’ve tapped into relatable moments as inspiration resulting in witty, charming and amusing films delivered by everything from kettles to cushions. Using real comedians to read our scripts gave us authentic performances brimming with warmth and emotion.

Like the show itself which believes there is someone out there for everyone, the creative idents show how Dunelm has products that suit every person’s style.

The indents were shot by BAFTA award-winning director Richard Laxton. Richard has previously directed the BBC3 show Him & Her and the sitcom Mum.

Media is being handled by Goodstuff and launches today (13th February) across episodes of First Dates, First Dates Hotel and First Dates Abroad on Channel 4 and All 4 over the next year.

Mark Elwood, executive creative director at MullenLowe Group UK said: “What if the personalities of Dunelm’s beautiful products were brought to life? What if they could talk? Who would they date and fall in love with? A fuzzy cushion with a giraffe lamp? A bamboo mirror with a luscious pot plant? Reflecting the charming personalities and flirtations seen on C4’s First Dates we’ve brought the range of great Dunelm products to the world of dating.”  

Leonie Foster, chief customer and digital officer at Dunelm said: “It’s really exciting to launch this partnership, our first with Channel 4. The warmth, optimism and inclusivity of First Dates felt like a great match with our brand. Our aim at Dunelm is to help everyone create a home they love – and through First Dates, we will be able to introduce a new audience to our ranges in a fun and accessible way.”