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Home Centre hijacks other brands' ads for its new campaign

Regional furniture and home accessories retailer, Home Centre has launched a new campaign with an unconventional twist: turning other brands' commercials into its own advertising platform. Created by Publicis Middle East, the 'There We Are' campaign capitalises on a simple observation — Home Centre products appear across countless ads in the region, from food to fashion to homecare brands. Rather than producing new campaigns to showcase its vast 14,000-strong product range, Home Centre used strategically placed YouTube pre-roll ads to highlight when its furniture appears in upcoming commercials. Each time a Home Centre item is spotted in another brand's ad, viewers are greeted with a cheeky pre-roll message drawing attention to the product's presence, followed by a playful note: 'This ad may not sell this table. But the next one will.' The campaign simultaneously hijacks attention while tipping its hat to the brands whose production efforts unintentionally doubled as Home Centre showcases. 'We realised our furniture was already in the limelight,' said Siddarth Sivaprakash, Head of Marketing and Brand at Home Centre. 'So instead of starting from scratch, we just said, 'There We Are' and let our product catalogue shine in other brands' commercials. It's smart, simple, and shows just how vast, versatile and ubiquitous our product range really is.' Beyond being a media-savvy move, 'There We Are' carries a deeper brand statement. In a landscape dominated by larger global names, the campaign doubles as a statement that says 'Home Centre's products don't just fit in – they belong'. The products in other ads are proof that they belong in every kind of story, blending into everything from comedy skits to luxury fragrance ads to family dinner scenes. It's a reflection of the brand's everyday relevance – a presence that feels natural rather than forced. 'Home Centre's furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too,' added Augusto Correia, Creative Director at Publicis Middle East. 'So we thought, why not let everyone be aware of it?' With minimal production and media spend, the campaign flips the traditional paid media model on its head, underlining that visibility isn't always about outspending competitors – sometimes, it's about smartly recognising and owning your place in the story. Credits Publicis Groupe Bassel Kakish – Chief Executive Officer Tahaab Rais – Chief Strategy Officer Nathalie Gevresse – Chief Executive Officer Publicis Middle East Aunindo Sen – Executive Creative Director Augusto Correira – Creative Director Aliza Siddiqi – Associate Creative Director Nicolas Richard – Copywriter Andre Sakai – Art Director Jorge Yoshida – Art Director Deydson Rocha – Editor Guilherme Xopper – Motion Designer Chawki Berro – Motion Designer Shereen Mostafa – Head of Production Mayssa Al-Azem – Agency Producer Ahmed El Ruby – Agency Producer Nicolas Balaa – Agency Producer Upasana Kumar – Agency Producer Issam Saadane – Director Nadia Karout – Producer Vicky Kripalani – Business Lead Aya Baltaji – Account Manager Landmark Group Siddarth Sivaprakash – Head of Marketing Vivek Narayanan – Senior Marketing Manager Ojasvita Chandra – Assistant Manager Digitas Bachir Sahyoun – Associate Business Director Omar Savage – Media Manager Fahad Irfan – Senior Executive Sonido Antro Lucas Duque – Music Director Vanessa Mayrink – Project Manager