Fearless Union

London

Ruggable: House Lingo

Challenge

The brand arrived on UK shores largely unknown and culturally disconnected. All existing creative felt rooted in sun-drenched landscapes and West Coast vibes. This was problematic for a nation that prides itself on an entirely different aesthetic - and, crucially, a sharp sense of humour. The solution? A fresh, undeniably British approach.

Insight

Rather than simply repurpose old ads, Ruggable needed something that truly spoke to the UK. Enter Ellie Taylor, a beloved British comedian whose self-deprecating humour and observational style captured the cultural nuance Ruggable had been missing. In a series of campaign spots produced on British soil, Ellie playfully acknowledged the importance of our homes, how they reflect on us, and how quick we can be to judge one another based on our interior decor choices.

“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”
Clay Wertheimer, VP of UK & Europe

Solution

Where Americans might see easy, breezy, and laid-back, Brits see an opportunity to share a wry comment or two. Ellie’s comedic timing spoke to that very instinct, cutting straight to the heart of what makes a rug truly worthy: style, practicality, and a nod to British scepticism. These 30 second ads and social media teasers leaned into the humour that Brits embrace, reminding us that we can “keep up appearances” with a rug that’s both elegant and washable.

Double Digit % Growth FY 24

Best trading month on record

31% rise in uplift in users to site

+20% SOV in campaign period

Ruggable: House Lingo

We tapped into British humour and cultural truths, playing on the UK’s obsession with home aesthetics. The result was House Lingo - a campaign that humorously dissected home décor choices while showcasing Ruggable as both stylish and practical.