Ethereal Dreamlike Spot Showcases California Shutters' Unique Offerings

California Shutters unveils new ethereal first-ever TVC spot encouraging DIY Shutters to get the look for less.

California Shutters is hitting screens with a sleek 30 second TV spot. As the go-to brand for DIY shutters, California Shutters caters to the style-conscious homeowner, and this ad marks a bold step for TCMM Shutter Group. The pilot campaign aims to boost the brand's visibility by targeting design-savvy homeowners in the London area, helping to establish California Shutters as a firm competitor in the market.

The campaign, initially airing on Sky AdSmart, will track consumer engagement by monitoring brand search and attributing actions back to the ad via a smart site pixel. The data gathered will help inform potential regional rollouts.

The ad, created as a dreamscape sequence intentionally designed to give an ethereal feel with otherworldly landscape and an arresting sound design cuts through the ad break with incredible stand-out. This ad positions California Shutters as a brand that delivers premium shutters at an everyday price point due to their self-install nature.

“California Shutters offer an incredibly high-end product but often the lower price point undersells that fact. We wanted to create something that stood out, that felt beautiful, calming and aspirational. A spot that offers a real departure from the rest of the ad break, a slower more dream- like world to cut through the noise. I think what we’ve created really sets the brand apart” said Nick Horne, creative director, true.

“We’re really excited to launch this new campaign – the creative is incredibly compelling and will help the California Shutters brand to have real stand-out in the market. Working with true to make this TV ad a reality has been a great experience and we can’t wait to see the positive impact it has during our peak trading period.” said Sam Tamlyn, managing director, TCMM Shutter Group.

'Dreams' will hit screens from run October 1st and through November, and is supported with a digital channel mix across Meta, Google and YouTube.