AI marketplace FY! has launched its first-ever TV campaign to help its consumers feel great about their homes.

Devised by creative studio Ourselves, the spot “Less Bland, More You” features a woman surveying her drab and dismal home. She uses the platform to liven it up, purchasing pictures, rugs, curtains, and cushions.

Ourselves were appointed by FY! in the Summer of 2024.

The AI marketplace hopes it can use the campaign to grow brand awareness and create a larger consumer base.

FY! director of marketing Richard Hirson said: “Since launching Fy! we’ve been able to reach millions of shoppers through digital channels. However, the launch of our first ever TV campaign is a key moment in us taking the brand to a whole new level.

“The team at Ourselves really took the time to understand our business challenges and create an ad which we’re confident will help deliver our aggressive growth goals for 2025.”

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The ad, directed by Daniel Likah through Spindle, ends with a voiceover: “To find thousands of products as individual as you, search Fy!”

It premiered across Channel 4 linear and broadcast video-on-demand channels across the UK.

Ourselves creative director and founding partner Aaron Howard said: “Even regular customers of Fy! aren’t too sure how to say the brand name… so we turned it into a rallying cry throughout the ad.

“It was a lot of fun creating the brand’s first foray into TV advertising – and hope it encourages more people to make a stand against bland.”