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Home Centre turns other brands’ ads into their own

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2 years ago

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DUBAI, UAE, April 24, 2025 /PRNewswire/ — Home Centre, the region’s largest furniture and home accessories brand, has launched their latest campaign which sneakily turns other brands’ ads into their own by putting a spotlight on the Home Centre items featured in those ads and simply saying ‘There We Are’.

With over 14,000 products, Home Centre is in homes across the region. Showcasing every single item in individual ads would be an enormous (and expensive) challenge. But ever since noticing that countless ads from across the Middle East already feature their products, Home Centre found a workaround: Instead of making new ads, let’s use the ones that already exist––quite literally taking what’s theirs and making it Home Centre’s. 

The campaign, created by Publicis Middle East, identifies commercials from other brands where Home Centre furniture and accessories make an appearance. Then, with strategically targeted YouTube pre-rolls, Home Centre steals the attention, letting viewers know its products are featured in the next ad they’re about to watch, acting as a cheeky hijack of other brands’ time, effort, and money spent. Their production, their budgets, their media, their audience, is now Home Centre’s spotlight. 

Call it an unintentional collab or production value robbery––ads from all over the region have transformed into Home Centre’s product catalogue. But the brands behind these ads did not go unappreciated. Every time Home Centre hijacked an ad, it also tipped its hat with messages such as “This ad may not sell this table. But the next one will.” –– acting as playful thank-yous to credit where it was due.

“We realized our furniture was already in the limelight,” said Siddarth Sivaprakash, Head of Marketing and Brand. “So, instead of starting from scratch, we just said, ‘There We Are’ and let our product catalogue shine in other brands’ commercials. It’s smart, simple, and shows people just how vast, versatile and ubiquitous our product range really is.”

But the message goes deeper. For a brand often perceived as the quieter alternative to certain big-name competitors, ‘There We Are’ is also a declaration of presence against Swedish giants. A statement that says Home Centre’s products don’t just fit in—they belong. Whether it’s a comedy skit, a luxury fragrance ad, or a family dinner spot, Home Centre shows up and blends in effortlessly. It’s proof that Home Centre is in every kind of story because its products fit every kind of home. And they’re proud to be the underdog that made a breakthrough without the heavyweight budget. 

“Home Centre’s furniture keeps showing up everywhere. Chocolate ad? There we are. Pizza ad? There we are. Cleaning ad? Yep, there we are too. So, we thought, why not let everyone be aware of it?” says Augusto Correia, Creative Director at Publicis Middle East.

With zero production spend, minimal media spend, and maximum cheek, ‘There We Are’ is redefining how brands can earn attention—not by interrupting stories, but by being part of them. This campaign is redefining the rules of content creation by proving that paid media doesn’t necessarily have to be paid for. And sometimes, all it takes is spotting what’s yours and saying, There We Are.

About Home Centre: 

Offering outstanding value, quality products, and exceptional customer experience, Home Centre is the largest omnichannel retailer for home furnishings in the Middle East, North Africa & the Indian sub-continent. 

Established in 1995 with its first store in the UAE, today Home Centre has a wide network of over 160 stores across GCC, North Africa and India. Easy to navigate and serving as a one-stop solution for all home furnishing, the Home Centre e-commerce platform provides customers an extensive range of over 14,000 products at the tip of the fingers. 

Complying with international standards, Home Centre houses products sourced from over 50 countries worldwide. Home Centre’s in-house team of designers and buyers draw inspiration from latest global trends and bring stylish and innovative furniture, customised to suit local preferences.

 www.homecentre.com | Facebook | Twitter | Instagram 

Video – https://mma.prnewswire.com/media/2672608/Home_Centre_1.mp4
Photo – https://mma.prnewswire.com/media/2672655/Home_Centre_2.jpg

 

View original content:https://www.prnewswire.co.uk/news-releases/home-centre-turns-other-brands-ads-into-their-own-302437514.html

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LEAP Group Relaunches HumanView, a Growth Intelligence System Built to Explain Why Customers Behave the Way They Do

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3 hours ago

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October 24, 2026

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Reimagined from the ground up, HumanView pairs statistical modeling with expert analysts to turn millions of real-world customer signals into business decisions

LOUISVILLE, Ky., Oct. 23, 2026 /PRNewswire/ — LEAP Group today announced the relaunch of HumanView, its growth intelligence service. The new version has been rebuilt from the ground up and now has a dedicated home at leapgroupnetwork.com/humanview.

HumanView analyzes what customers say and do across social platforms, e-commerce sites, review platforms, search behavior and user-generated content, including signals from Reddit, TikTok, YouTube, Meta, Amazon and Walmart+ that general AI tools cannot always access. Because the data reflects unprompted, real-world behavior, it avoids the response bias built into surveys and focus groups.

The service works in three layers. HumanView captures signals at scale, decodes millions of records through validated statistical models such as regression, correlation and clustering, and then relies on experienced analysts to interpret the patterns. Clients receive clear, human-validated insights instead of another dashboard.

“Machines find the patterns. Humans find the point,” said Alan Gilleo, CEO at LEAP Group. “The first version of HumanView showed us how much customers reveal when nobody is asking them questions. This version is built to explain why they act the way they do, and to put those answers in front of everyone making decisions, from product to service to marketing.”

HumanView focuses on three areas:

Growth Intelligence: customer motivations and how people perceive a brand and its competitors

Market and Category Intelligence: product pain points, service friction, unmet needs and competitive gaps

Audience Intelligence: new segments, positioning opportunities and gaps in the market

Every model is designed and validated by data scientists and benchmarked before it informs a recommendation.

To learn more about HumanView, visit leapgroupnetwork.com/humanview.

About LEAP Group
LEAP Group is a boutique marketing agency holding company with offices in Louisville, Indianapolis, Cincinnati and Chicago. Guided by the belief that brands should “Market Less. Matter More.,” LEAP gives clients access to specialized experts across its entire network. Learn more at leapgroupnetwork.com.

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SOURCE LEAP Group

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STEPHEN A. SMITH ADDRESSES WHITE HOUSE DINNER ATTENDANCE, REAFFIRMS COMMITMENT TO HBCUs AND PROTECTING CORPORATE INVESTMENT IN BLACK EDUCATION

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4 hours ago

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October 24, 2026

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NEW YORK, Oct. 23, 2026 /PRNewswire/ — Stephen A. Smith, media mogul, New York Times bestselling author, and proud 1991 graduate of Winston-Salem State University, is addressing the public discussion surrounding his decision to attend a White House dinner with President Donald Trump, emphasizing his commitment to the long-term financial stability of Historically Black Colleges and Universities (HBCUs).

For Smith, the decision was rooted in a commitment to institutions that have educated generations of Black leaders, professionals, entrepreneurs, and public servants.

“I will always advocate for HBCUs and the students whose futures depend on them,” Smith said. “My reason for attending the White House dinner was to discuss the challenges these institutions face in securing long-term funding and to make the case that corporate America must continue to invest in them.”

Smith acknowledged federal support through the FUTURE Act while expressing concern that political tensions surrounding diversity, equity, and inclusion (DEI) could discourage private companies from supporting HBCUs. He maintains that these institutions deserve sustained corporate partnerships, philanthropic contributions, and public investment.

“If we truly believe in free-market capitalism, businesses should be able to support educational institutions and charitable causes without fear of criticism or repercussions,” Smith said. “HBCUs have made extraordinary contributions to this country. They deserve sustained public and private investment.”

Ashley Christopher, Esq., Founder and CEO of the HBCU Week Foundation, recognized Smith’s advocacy and decision to engage with the administration.

“Stephen A. Smith has been a powerful advocate for HBCUs, using his platform and influence to shine a national spotlight on our institutions,” expressed Christopher, “His continued support of HBCU Week helps advance our mission of connecting students with life-changing educational opportunities, and we are proud to have him as our ambassador.”

Since Smith became an HBCU Week Ambassador in 2019, the initiative has facilitated more than 15,000 on-the-spot college acceptances and raised and awarded more than $150 million in scholarships, according to the HBCU Week Foundation.

As public discussion continues, Smith is emphasizing the importance of ensuring HBCUs have the resources and partnerships needed to educate future generations and expand opportunities for students.

CLICK HERE to watch Smith’s full response to his White House visit.

MEDIA CONTACT:

media@mrsasinc.com

View original content:https://www.prnewswire.com/news-releases/stephen-a-smith-addresses-white-house-dinner-attendance-reaffirms-commitment-to-hbcus-and-protecting-corporate-investment-in-black-education-302918547.html

SOURCE Straight Shooter Media

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Advantex Announces Completion of Financing and Extension of Maturity Date of Previously Issued Debentures

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4 hours ago

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October 24, 2026

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TORONTO, Oct. 23, 2026 /CNW/ — Advantex Marketing International Inc. (CSE: ADX) (“Advantex”), a leader in the merchant cash advance and loyalty marketing products for merchants, today announced the completion of a $250,000 secured debt financing. Advantex issued a $250,000 non-convertible debenture which bears an interest rate at 12% per annum and matures December 15, 2027. The proceeds raised from this issuance of the Debenture will be used for working capital purposes.

Advantex has also extended the maturity of its existing $700,000 in 12% secured debentures from October 10, 2026 to December 15, 2027.

About Advantex Marketing International Inc.

Advantex provides working capital to merchants. Advantex also provides specialized marketing programs that enable members of Aeroplan to earn Aeroplan points at participating merchants.

Advantex shares trade on the Canadian Securities Exchange under the symbol ADX. For more information go to Advantex’s profile on www.sedar.com

Forward-Looking Information

This news release contains “forward-looking statements” within the meaning of applicable securities laws relating to the future business and operations of Advantex. Actual results and developments may differ materially from those contemplated by these statements. The business and operations of Advantex described herein is dependent on a number of factors and is subject to a number of risks and uncertainties. Factors that could cause actual results to differ material include, but are not limited to, changes in Advantex’s economic and competitive conditions including but not limited to the industry sectors in which Advantex operates.

The statements in this news release are made of the date of this release. Forward-looking statements are made based on management’s beliefs, estimates and opinions on the date the statements are made and Advantex undertakes no obligation to update forward-looking statements if these beliefs, estimates and opinions or other circumstances should change, except as required by applicable law.

SOURCE Advantex Marketing International Inc.

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