The famous Very square logo once again takes centre stage at the heart of a new ad campaign for the online brand; inspired by how many of life’s milestones are marked with boxes – from posting a vote to the presentation of an engagement ring.

The new 30-second ad for Very, created by St Luke’s, brings the ‘It starts with a box’ proposition to life by showing a sequence of stories where a box is the main focus, representing possibilities large and small.

We see a man moving his first box into a completely empty house; a father and his small daughter joyfully playing make-believe driving in a cardboard box car; a budding romance between two pupils overseeing the ballot boxes at a school election; eventually arriving back at the man moving house – where we discover that not only is the lounge now full of boxes, but that he is joined by his heavily pregnant partner.

The film finishes with a play on Very’s logo by showing a pink box which then spins to transform into the traditional pink square. It breaks on 9 March on television, video-on-demand services and social media.

Julian Vizard, creative partner at St Luke’s, said: “The cube is integral to the Very brand and in this spot we give it meaning by showing the cube as a box to symbolise the start of memorable journeys.” 

Andrew Roscoe, head of brand, sponsorship and celebrity at Shop Direct Group, said: “No matter what life stage you’re going through, nearly all milestone moments are marked with boxes and Very is there to help get you where you want to be.”