Weylandts has launched its new advertising campaign for 2017 – Taste Never Goes Out Of Style. The campaign, which runs in print, out-of-home, and on TV is the brainchild of the Weylandts in-house agency created three years ago by Tim Culley, Head of Marketing, and Renier Zandberg, Creative Director.
Building on TASTEMAKERS which has run since 2015, this year’s campaign further cements ‘taste’ as being synonymous with the Weylandts brand. The campaign shows how iconic tasteful things are still stylish today, and will always be stylish, landing the line “Taste never goes out of style”. Although implying their own product, the campaign more explicitly pays homage to the iconic tuxedo, little black number, and Jaguar E-Type in the print iteration, and the Triumph Bonneville, bowtie and the look of a sartorial gentleman in the TV version.
“As a brand we have a strong opinion about what we believe in – good taste is timeless. This idea is bigger than the ad campaign, it’s who we are at Weylandts. When the truth about a brand is aligned with a human truth, the idea becomes personal and original. With this direction we don’t have to sell the brand to customers, we are entertaining them with a thought-provoking message, “ says Zandberg.
Culley adds, “TV is there to entertain and inspire, and we try to use it thus. The ad has a simply message, told in a visually engaging way with a great music track. We believe strongly that the growth of the Weylandts brand is down to the level of taste of our directors, buyers and our customers, hence our message has remained consistent since the in-house agency launched. Each year we look for a new way to communicate this ideal, and this year it was to focus on the customer insight that many purchases are made at Weylandts knowing the product will stay stylish for a long time, staying relevant to you as years go by, and even as you move house”
The business supports this ideal, with Chris Weylandt and his partner Kim Smith controlling all furniture and homeware purchases from around the world. In alignment with the latest campaign, they do not buy according to the latest trends or based on price, but purely on what they consider to be tasteful. Chris and Kim have unrivalled taste, and the outcome are stores full of product that exude good taste, are elegant and timeless, and will never go out of style.
Watch the TVC here: