Arighi Bianchi 'Make Room'
Furniture advertising that makes you smile.
‘Make Room’ was a long-running radio and advertising campaign created for Arighi Bianchi, designed to bring warmth, humour and humanity to furniture retail.
At the heart of the campaign were a series of radio adverts featuring real-life husband and wife duo Lee Boardman and Jenny James, whose natural chemistry and conversational delivery made the ads genuinely enjoyable to listen to. The scripts focused on familiar domestic moments, gently exaggerating the everyday realities of sharing space, furniture, and opinions.
The result was a set of radio ads that didn’t shout or hard-sell, but instead earned attention through charm, relatability and timing, consistently landing a smile at the end.
The campaign ran successfully over multiple seasons, becoming a recognisable and well-loved part of the brand’s advertising. All radio was recorded and produced by the brilliant team at LBS Stockport.
I was responsible for the creative concept and copywriting, shaping a tone that felt human, warm and distinctly Arighi Bianchi, proof that retail radio can be both effective and a pleasure to hear.