BMF Launches Amart's New Brand Platform with Unconventional Torture Test

Amart is well known for it’s low prices, but its reputation for quality and style is, in many ways, under-valued. The furniture stores new brand platform ‘It Just Makes Sense’ looks to redress the balance by dramatising Amart’s amazing quality. Their beds, chairs, sofas and tables are made better, look better and last longer than many of its competitors, and always at an unbeatable price. 

To launch this Long Idea, BMF has taken Amart’s number one proof point and competitive point of difference, the all-inclusive warranty, and carried out an unconventional torture test to prove it. 

Alex Derwin, creative, CCO, BMF, said: “Being thrown out of an airplane at 15,000 feet has a clarifying effect on the mind of a sofa. This ad ponders the existential questions of life, death, and the undoubted benefits of an all-inclusive guarantee."

“Distinctive, memorable and impactful are three horribly overused words in our game." added Richard Woods, head of account management, BMF. "But I hope people will agree that this work makes a decent fist of all three. We incredibly proud of it and, like the featured sofa, we are confident it will land hard.”

Tracey Kruske, national marketing manager, Amart, commented: “‘It just makes sense’ is the perfect expression of the all-round value we offer customers every day and it’s simple message coupled with an epic execution has huge potential. We can’t wait for people out there to see it.”