Comedian Ellie Taylor Goes through the Keyhole for Ruggable in First Major UK Campaign

Ruggable, the innovative washable rug company, launches its first major UK campaign with a funny and archly wry approach from Fearless Union. 

Backed by the line “Beautiful. Washable. Ruggable.” the strategy is based on the idea that the British are, and have always been, overly concerned with appearances. We live in a constant tussle. We desire beautiful things that say the right things about us to our visitors, but we don’t want those precious, beautiful things to constrain us or make us look too pretentious or uptight. What a dilemma.

House Lingo is a creative campaign that playfully doles out the judgement, exploring what we actually think about aspirational British living, and presents a washable rug as not only something that's beautiful, but makes your home a fun, laid back place to be.

Airing on ITV1 and ITVX for one month as part of their Backing Business initiative, and across social media for a further two throughout the Autumn as part of the company's major media investment, the campaign will also be supported with influencer and digital content. Broadcast media was planned and bought by The Specialist Works.

Clay Wertheimer, VP of UK & Europe, Ruggable said, “Launching our first TV ad with ITV marks a significant milestone for Ruggable in the UK and Europe. This campaign is more than just a commercial—it's our way of inviting households across the nation to express themselves and celebrate the home as a place to create memories and seize moments of joy - messy or clean, with the perfect blend of style and practicality that Ruggable offers. We're excited to bring our brand into homes through such a trusted platform, making washable, worry-free living more accessible than ever.” 

Mark Campion, the creative partner at Fearless Union said, “What a palava furnishing our homes can be as Brits. We want all the things we want, but what will others think? On the other hand, we do love a good judge. Through The Key Hole didn't run on and off for more than 30 years for no reason. With this campaign, we wanted to pull the rug out from under those layers of pretension and show what we all actually think underneath. Which is…please, not that cushion.” 

“We are thrilled to be working with Ruggable on their first TV campaign, supporting them through our Backing Business initiative. Helping brands test, measure and scale on ITV makes TV more accessible and accountable. Ruggable is such a great brand for us to partner with and we are sure our viewers will love them too.” said Jason Spencer, business development director at ITV.