La La Land Choreographer Sprinkles Some Hollywood Magic on a Discount Furniture Ad Campaign

Mandy Moore puts a spring in Value City's step

The new ads are quite eccentric. VCF
Headshot of Patrick Coffee

When 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.”


Client: American Signature, Inc
Campaign Title: Made To Mix

Agency: 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 Murphy

Production Company: Smuggler
Director: Filip Engstrom
Director of Photography:  Erik Sohlstrom
Executive Producer: Patrick Milling Smith, Brian Carmody,
Shannon Jones
Line Producer: Francesca Lentini

Editorial Company: General Edit
Editor: Noah Herzog
Assistant Editor: Matt Dunlap
Post Executive Producer:  Robert Parker
Post Producer: Lisa Kropfl
Flame Artists: Toby Brockhurst, Kevin McDonald

Color Company: Conpany 3 NY
Colorist: Tim Masick
Senior Producer: Rochelle Brown

Graphics/Animation: Be Wilder
Director: Ruan Vermeulen
Producer: Caron Bosman

Audio Post: Heard City
Mixer: Phil Loeb
Executive Producer: Gloria Pitagorsky
Producer: Sasha Awn

Music: Beacon Street Studio
Composer: Andrew Feltenstein and John Nau
Executive Producer: Adrea Lavezzoli
Producer: Lindsey Lerman

“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

@PatrickCoffee Patrick Coffee is a senior editor for Adweek.