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Real Dunelm Shoppers Star in New Campaign Shot by 2AM's Joe Roberts

MullenLowe London launches new spots for the homewares brand

Real Dunelm Shoppers Star in New Campaign Shot by 2AM's Joe Roberts

2AM’s Joe Roberts directs this new TVC campaign for homewares brand Dunelm, launching this week. 

The 30 second commercials feature real Dunelm customers, in their own homes, discussing their respective styles in a frank, honest and often amusing fashion.

The films, created by MullenLowe London, have a beautifully cinematic documentary / portraiture style. Filmed in Sheffield and Hertfordshire, the cast were found after an extensive street casting process across the UK.

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Advertiser: Dunelm

Creative Agency

Creative Agency: MullenLowe London

Executive Creative Director: Mark Elwood

Junior Producer: Katie Colhoun

Senior Creative: Bronwyn Sweeny

Senior Producer: Claire Toms

Production Company

Production Company: 2AM

Executive Producer: Nick Crabb / Aly Moffat

Director: Joe Roberts

DOP: Karl Poyzer

Producer: Alice Morris

Production Design: Tim Gibson

Production Manager: Gareth Crothers


Editor: James Forbes-Robertson @ White House Post

Post Production / VFX

Post Production Company: MPC

Colourist: Kai Van Beers @ MPC


sound designer: Ben Gulvin @ 750mph

Category: Furniture , Home appliances

Genre: Documentary