Kitchen retailer Magnet has unveiled a new Autumn TV (TVC) campaign ‘Beautiful. Purposeful’, created as part of its Better. By Design brand ethos and online platform.

The ‘Beautiful. Purposeful’ campaign has been created to show a Magnet kitchen is not just about being beautiful but also requires attention to detail and the need for a purpose behind the design.

It will see a 30-second TV ad launch on ITV at 19:45 on September 12,^, during Emmerdale, followed by digital and social, as well as full retail showcases across Magnet’s 196 stores.

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Created by McCann Manchester, the advert shows the relationship between a young girl and a barn owl, using the analogy of how the natural world has created the owl, which suits its environment.

As the owl flies to meet the girl outside of her kitchen, their emotional connection represents the importance a kitchen holds for families and life, with the natural setting signifying Magnet’s design inspiration.

The ad will also feature an original score, developed around the concept of the ad, by composer Lennert Busch.

Produced with the brand’s ethos and commitments to sustainability, the creative and in-house teams reduced their carbon footprint by working remotely, while the production team filmed the ad.

The Nordic Nature kitchen that featured in the ad was also donated to Hide Out Youth Zone in Manchester – a charity set up to give young people the opportunity to discover their passion and purpose.

Marketing and digital experience director at Magnet Anna Russell commented: “We’re really proud to unveil our new ‘Beautiful. Purposeful’ Autumn campaign, kicking off with our new TVC.

“Our intention with the advert was to celebrate Magnet’s passion for purposeful design, showcase the inspiration of nature with the Nordic Nature kitchen, and create an emotional connection with the viewer – because kitchens are such an important part of family and life.

“There’s such a special bond between people and animals, and we think the relationship between the girl and the owl has perfectly captured this and helped bring the magic of a Magnet kitchen to life.”

Imogen Tazzyman, ECD at McCann Manchester, added: “We’re incredibly excited to release our new Magnet work into the wild.

“Our brand new platform, ‘Better. By Design’, comes to life across every channel, and brings together beautiful craft and some clever thinking. Just like a Magnet kitchen.”