Dunelm has unveiled its 2025 spring/summer campaign, One That I Want, designed to introduce a fresh and lively aesthetic to the UK brand.
Developed in collaboration with London agency Modern Citizens, the campaign marks a ‘new chapter’ for the retailer, reinforcing its dedication to offering quality home furnishings tailored for the evolving seasons.
As the fourth installment in Dunelm’s Grease-themed You’re the One That I Want ad series, the 30-second film, directed by Sye Allen, highlights the uplifting spirit of spring and the joy of moving beyond winter’s gloom.
The campaign will be rolled out across multiple channels, including TV, radio, print, podcasts, social media, and print advertising, aiming to maximise engagement during a crucial shopping period. Media planning and buying were managed by Goodstuff. 
Modern Citizens creative director, Steve Dodd, said: “What better way to celebrate sunnier (we hope) days than springing into action once more for Dunelm? They brought the fresh looks, Sye and the team brought the artistry, and we had just as much fun rewriting those lyrics with brighter times in mind”.
Dunelm’s marketing director, Sean McGinty, added: “Our Spring campaign takes an editorial, style-led approach to showcasing that at Dunelm, the Home of Homes, we have everything our customers need to help bring in the new season.
“We know customers can’t wait to embrace the brighter months ahead and Dunelm has something for every style, space and budget as the nation gets ready to upgrade their homes for Spring.”
