This spot for Value City Furniture, airing across 22 markets throughout the U.S. (after a regional Super Bowl buy of 14 markets), introduces us to folks who break out into song–over their regrettable furniture purchases. We see a man sinking until he disappears into a couch, crooning that if he had it to do over, he’d never would have bought this sofa. A man then bemoans his decision to build a desk, followed by a woman who is catapulted out of the recliner she wishes she had never purchased.
But not to worry as the musical/comedy spot transitions to people singing about how much they love the comfortable, stylish sofas and other homeware which they got at Value City furniture. It all boils down to making a “quality choice.”
Ruganzu “Riggs” Howard of Epoch Films directed this unconventional furniture commercial created by agency Colle McVoy.
“We wanted this new creative direction to highlight the superior quality of Value City Furniture products in juxtaposition to the not-so-quality options plaguing consumers,” said Colle McVoy group creative director Lia Khayami Quinones. “Furniture is the hero here–and people get to see the day and night differences that come when choices made don’t live up to consumers’ expectations.”
Quinones noted that no other song options were considered beyond Cher’s “If I Could Turn Back Time.” The song gives space for cinematic sweeps and classic deadpan physical comedy that’s wacky while being firmly rooted in real pain points people have regarding furniture. Around 15 versions of adapted lyrics were generated before landing on the final track.
The team reviewed almost 500 casting videos across Toronto and Los Angeles, looking for people who had the right balance between physicality and musical ability. In fact, one talent is actually a lead singer in a band.
