Freedom Furniture for Designers

Freedom in Australia is aiming at getting potential customers talking with a new advertising campaign featuring conversation on talent for design and sexual orientation, and a cat that values true comfort. The campaign is online at the Freedom Australia YouTube channel.

Freedom Que TVC

First in the series is a television commercial in which it’s suggested that men with a capacity for design are more likely to be gay. The ad points viewers to the site for Que, a furniture range that you can design yourself. Dining and occasional tables, dining chairs, storage cabinets and a TV platform; they all come in a variety of sizes, finishes and colours so you can design a look to suit your home.

A cat rests on a couch, so seduced by comfort that it hasn’t the will to chase the cheeky mouse on the lounge floor. The ad takes people to the Freedom site where they can explore three levels of comfort in their sofas at Freedom.


Freedom Furniture staff working on the campaign include Michael Cleghorn, brand director, Simon Sproule, head of marketing, and Ingrid Barham, communications manager.

“We believe consumers are looking beneath the surface and seeking products that can stand the test of time.” said Michael Cleghorn, Brand Director at Freedom. “These TVCs are just the surface reflection of fundamental shifts that have started throughout the business to again make Freedom the loved destination for furniture and homewares in Australia.”

The concept was developed at M&C Saatchi, Sydney, by executive creative director Tom McFarlane, creative directors/art directors Graham Johnson and Oliver Devaris, group account director Olivia Hall, senior account manager Grace Reith, planner Mark Vadgama and agency producer Rod James.

Filming was shot by Rey Carlson at Playbig Film with producer Bonnie Fay.

Editor was Richard Learoyd at MRPPP.

Post production was done at FSM by Christine Trodd and Stuart Cadzow.

Sound was produced at Nylon Studios by Simon Lister.