CreativityLa La Land Choreographer Sprinkles Some Hollywood Magic on a Discount Furniture Ad CampaignMandy Moore puts a spring in Value City's stepBy Patrick Coffee |April 5, 2017The new ads are quite eccentric.VCFShareBy Patrick Coffee |April 5, 2017ShareWhen one thinks of discount furniture, classic Broadway-style song and dance may not be the first thing that comes to mind.But a new campaign for Value City Furniture brings the two together with the help of Mandy Moore, the longtime choreographer who brought that classic Hollywood magic to the hit Ryan Gosling-Emma Stone film La La Land.The work comes from Value City’s longtime creative agency of record Translation, and it amounts to a room-by-room tour of an affordably stylish home.Like so many great things, it all starts in the bedroom.The campaign precedes a big change at Value City, which is rearranging its brick-and-mortar locations so as to better organize products by room.On that note, here’s a particularly ferocious set of dens.The final spot, starring a divorcee who’s ready to mingle, perfectly illustrates that idea.The pairing of the choreographer and the chain followed the success of her biggest movie to date and her gig choreographing the opening sequence of this year’s Golden Globes hosted by Jimmy Fallon.“We had written the script that turned into a little Broadway rap, if you will,” said Translation chief creative officer John Norman. “A lot of people had been to see La La Land … and we thought, what if we exaggerate the movements? Let’s get Mandy!”The veteran choreographer, best known for her work on Dancing with the Stars, So You Think You Can Dance and films like Silver Linings Playbook and American Hustle, was eager to get involved. “Having just choreographed La La Land, I was inspired by the idea of taking traditional type choreography and setting in a contemporary way,” she told Adweek regarding the partnership. “Value City was the perfect job to expand on this idea. It was so much fun working with our director, Filip Engstrom to create the choreography based around the set and the furniture.”“She got it instantly and mapped it out flawlessly,” Norman said. “She was a dream to work with.”Value City is a little eccentric for a discount furniture chain, and 2014’s “gagging” ad won a Cannes Silver Lion for film. “They are very great partners in the creative process,” Norman said, adding, “That sector is very cutthroat, so they have to stand out” with quirky campaigns.Scott Binger, evp of marketing and branding for parent company American Signature, said, “We love the high-energy lyrical approach Translation brought to our new TV creative. Our new spots beautifully represent how today’s customer craves a home infused with self-expression that reflects their personal style, and we are delighted to be the furniture store where they are empowered to be themselves.”CREDITSClient: American Signature, Inc Campaign Title: Made To MixAgency: Translation Chief Creative Officer: John Norman Group Creative Director, Copywriter: Alon Shoval Creative Director, Art Direction: Suz Keen Copywriter: Fred Aramis Art Director: Bella Cabral Director of Content Production: Miriam Franklin Account Team: Suzanne Lau, Nichelle Broner, Michael MurphyProduction Company: Smuggler Director: Filip Engstrom Director of Photography: Erik Sohlstrom Executive Producer: Patrick Milling Smith, Brian Carmody, Shannon Jones Line Producer: Francesca LentiniEditorial Company: General Edit Editor: Noah Herzog Assistant Editor: Matt Dunlap Post Executive Producer: Robert Parker Post Producer: Lisa Kropfl Flame Artists: Toby Brockhurst, Kevin McDonaldColor Company: Conpany 3 NY Colorist: Tim Masick Senior Producer: Rochelle BrownGraphics/Animation: Be Wilder Director: Ruan Vermeulen Producer: Caron BosmanAudio Post: Heard City Mixer: Phil Loeb Executive Producer: Gloria Pitagorsky Producer: Sasha AwnMusic: Beacon Street Studio Composer: Andrew Feltenstein and John Nau Executive Producer: Adrea Lavezzoli Producer: Lindsey LermanTalent: “Diva of the Living Room” Diva: Yvette Tucker Magician: Clive Ashburn Male Friend: Cosimo Canale Female Friend: Naomi Matsuda Singer: Chani Krich VO: Catherine Cohen“Boss of the Bedroom” Boss: Amy Argyle Singer: Brianna Lee VO: Catherine Cohen“Lioness of the Den” Lioness: Makinna Ridgway Dad: Becket Cook Kid: Hayden Haas Singer: Deanna DellaCioppa VO: Catherine Cohen Adweek Adweek