Sitcommercials for Domus


Domus is a network of hypermarkets in Armenia where one can find everything for repairing and furnishing. This network had an initial plan to provide discounted offers for all of its products during the entire year of 2019. Therefore, it was important for this campaign to showcase the profitability of the proposed conditions, to differentiate them from any existing diversity of the market, to provide an equal growth in sales during the whole year, and to present all offered products, all of this while simultaneously sticking to one single concept.


Renovating and purchasing items for an apartment’s everyday use is not an easy task for a family. Furthermore, it is specifically difficult for the breadwinners, the fathers in Armenia, who are responsible and carry the burden of the repair and renovation-related expenses. They usually keep themselves away from any talk about repairing. On the contrary, women always manage to find an occasion to hint at the bad condition of the apartment and the need for its repair. This is what prompted us to start the various episodes of everyday life and the idea of a format of television series began. At the same time, we conducted research on the ratings of Armenian TV series and we concluded that the Armenian public likes sitcoms particularly.


We combined both concepts of ‘sitcom’ and ‘commercial’, creating a new sitcommercial format. Seven separate videos were shot for each product’s discounted offer. The videos were made in the sitcom-like pavilion, created by using a specific interior and perfectly selected characters from a comedy genre. It was shown how conversations usually take place in a family setting, how a family’s mother hints at the need for renovations and how a father escapes this conversation and how Domus offers a solution for that problem. Due to this format, the perception changed of how an advertisement is created. Advertisements are now entertaining and people await their release. Many were eagerly anticipating to know what would happen in the next video and, finally, whether the family’s father would decide to make a repair.