Clas Ohlson's Better Home Campaign Urges Us to Put Down Our Mobile Phones

Swedish retailer Clas Ohlson, which celebrates its 100th birthday this year, is launching its A Better Home campaign to encourage people to use their smartphones more wisely and enjoy their home, when they’re at home.

Clas Ohlson is debuting a brand-new advert on Monday 3rd September, airing first on ITV Meridian, during This Morning, at 11:40am with 40’ and 60’ spots running across ITV for four weeks. Securing spots during The X-Factor, Emmerdale, Coronation Street, ITV News and The Jonathan Ross Show, the adverts will also show across a selection of London cinemas.

Created by Swedish agency King, the ad, which is also running in Sweden, Norway, Finland and Germany, engages with the issue of increasing smartphone usage, and asks whether, as a nation, we’re losing out on quality family time as a result of our smartphone obsession.

The striking advert features a mother whose home is invaded by things such as work emails, current political and social issues, celebrity gossip and social media, driving a physical barrier between her and her family. It ends with the phone being put down and the family spending time together, and the strapline “Are you actually at home, when you’re at home?”

As a brand, Clas Ohlson aims to help people simplify life by providing products that can really make a house a home, and encouraging a home life that is free from the distractions brought about by excessive smartphone use 

Speaking about the campaign, Melissa Titshall, Head of Marketing Communications at Clas Ohlson UK, commented, “We’re incredibly excited and proud to launch our A Better Home campaign. Clas Ohlson was founded 100 years ago in Sweden by a father, and our values are centred around the balance of Nordic life and helping those who shop with us to have a balanced life through the innovation, smartness, simplicity and design in our products.

“We are hoping to raise awareness and help people to combat the issue of excessive mobile phone usage, by supplying practical advice and helpful tips and products that, in turn, will create a happy home for our customers to spend time in.”

Clas Ohlson’s A Better Home campaign extends beyond the TV advert and will be followed up with various activity which champions the messaging to raise awareness. The retailer is hosting top tips from a psychologist, home hacks, tips and helpful products on a dedicated microsite on how to use your smartphone and time more wisely, and simplify life at home.