Sofology has revealed its new brand platform, ‘so fussy? Sofology.’ with a new creative campaign developed by TBWA\MCR.
The multi-channel campaign is underpinned by the audience insight that Sofology’s customers buy for want, not need. These customers know exactly what they want. They don’t settle, and they make smart, considered choices. In this campaign, this group of expert decision-makers are known as ‘fussy.’ In a world that puts products first, Sofology bucks this trend, celebrating the art of choosing well.
‘so fussy? Sofology’ was created as a distinctive brand line to show that if you have high standards and a clear vision, Sofology is the place to find your sofa. The idea draws on everyday quirks of character, encouraging people to see this fussy mindset positively – as the joy of knowing exactly what you want, and linking it back to Sofology’s products and experiences.
The film, titled New Pet, sees a grandmother and granddaughter visit a pet shop in the search of the perfect coloured guinea pig, sifting through colours like “bronzed beaver” and “potent caramel.” Soon enough, the grandmother-daughter duo match their ideal guinea pig with their colour swatch before a cut takes us to the now trio enjoying some relaxation on their Sofology sofa. The tag line, “so fussy? Sofology.” can be heard in this contented family moment where our hero guinea pig perfectly complements the decor.
In this campaign the creative taps into the humour and relatability of ‘fussy’ behaviour, reclaiming it as a badge of honour. Fussy is often associated with being difficult and dismissive of things; by celebrating the unique quirks and picky-ness of discerning customers, the campaign positions Sofology as the retailer who won’t rush their customers, instead meeting them where they are to help them realise their vision.
By highlighting customers’ fussiness and showing how Sofology supports it, the creative positions the brand as high quality – reflecting the care and detail that goes into sourcing, designing, curating and styling each sofa. By leaning into the emotional and aesthetic motivations of its audience, Sofology wants to engage style-conscious homeowners – from empty nesters to older families. Since everyone is either fussy or knows someone who is, this campaign gives people permission to embrace their authentic, fussy selves.
James McWalter, Head of Brand Marketing, at Sofology said: “We know our customers aren’t just buying a sofa. They’re choosing a piece that will define the look and feel of their home for years. And when the stakes are that high, you should be fussy and the brand you shop with should have the same high-standards as you. With this campaign we want people to know that Sofology sees eye to eye with our customers, that we share the same attitude. We want people to understand Sofology isn’t just another sofa retailer, it’s the superior choice, it’s the place to go for those who expect a little more from sofa shopping.”
Gary Fawcett, Executive Creative Director at TBWA\MCR, added: “In a category dominated by sameness, we saw an opportunity to champion something rarely celebrated – being fussy. It’s about high standards, a clear vision, and being true to yourself. What it isn’t is selfishness. We’ve built a platform that not only entertains but also elevates Sofology as the brand that truly understands its customers.”
This fussy mantra will go beyond the new films, including internal and wider external comms. The film launches across TV, BVOD, YouTube, Meta, Pinterest, digital display, organic social and PR from 1 September 2025, with 30”, 15”, 10” and 6” executions.
