Wayfair taps star NFL quarterback for new brand campaign
Omnichannel home furnishings retailer Wayfair has unveiled its new ad campaign featuring the NFL’s reigning MVP.
The company has unveiled "Wayfair Delivers," a new brand platform starring Los Angeles Rams quarterback Matthew Stafford and his family. Wayfair says the ad is centered on how Wayfair delivers the “quality, value, trusted experience and emotional moments that give customers confidence to create homes they love.”
The campaign's debut ad, which aired during Monday Night Football on ESPN and ABC on Sept. 21 during the Rams’ matchup against the New York Giants, features Stafford alongside his wife, Kelly, and their four young daughters. The ad spot captures the “beautiful chaos of everyday family life,” while showing how Wayfair helps the Staffords “create a home that works for the moments their family actually lives,” according to the company.
Wayfair's in-house creative team conceived and developed "Wayfair Delivers" with Paramount Media Labs, Paramount Advertising's full-service branded-content studio, serving as production partners.
The ad can be seen here:
"Wayfair Delivers captures everything customers know and love about Wayfair, and why we've become the trusted destination for home," said Paul Toms, chief marketing officer at Wayfair. "Customers turn to us for the products and expertise to make their homes their own, along with the confidence that comes from knowing we'll be there throughout the journey. The platform brings together the work we've been doing across the customer experience and gives us a clear way to show what Wayfair delivers every day."
[READ MORE: Wayfair makes plans for 10th store — here's where]
Wayfair also announced it is increasing its advertising investment across the networks (ABC, ESPN, CBS and NBC) airing football games to five times its previous spend. It is sponsoring and outfitting the set for CBS Sports' Sunday morning football pregame show, which streams on Paramount+, CBS Sports HQ and YouTube. Also, through its partnership with Bleacher Report, Wayfair is sponsoring B/R NFL Draft Live, which will air in April 2027.
The campaign comes as the brand expands its physical footprint. Wayfair stores are currently open in Wilmette, Ill., Atlanta, and Columbus, Ohio, while upcoming stores include locations in Orlando, Denver, Westchester, N.Y., Fort Lauderdale, Fla., Cincinnati, Ohio, Princeton, N.J., and Pittsburgh, Pa.
Headquartered in Boston, Wayfair Inc.’s brands include Wayfair, AllModern, Perigold, Birch Lane, Joss & Main and Wayfair Professional.
