Bella debuts space-saving kitchenware in colorful Demi Lovato ad | Ad Age Creativity

Kitchenware company Made by Gather is introducing new appliances and cookware for its Bella brand, designed to save up to 50% more space in cluttered kitchens, with an eye-catching spot showing all the unexpected places the products could fit.

In the 30-second spot above, director Maca Rubio, known for her colorful and hyperreal imagery, has some fun placing Bella products seemingly everywhere: a toaster on a bookshelf, an air fryer on a roller coaster, a waffle maker inside a mini submarine inside a fish tank. Stink Films U.S. was the production company.

Then Demi Lovato shows up, initially as the star of a cooking infomercial—though soon she has to correct the sing-songy narrator on the pronunciation of her name. It all adds up to a charmingly whimsical, design-forward world where Bella’s versatility helps home cooks achieve the uncluttered kitchen space they’ve always dreamed of.

“Our Bella campaign is disruptive for any industry, not just the kitchen,” said Matt Carrow, chief marketing officer of Made by Gather and Bella. “In partnership with Stink Studios, Maca and Demi, we wanted to make the unexpected a reality and create some whimsy in an otherwise performance and price-focused marketing world.”

Lovato, a singer and actress, has been getting more into food content lately, including a regular social media series called “Cooking With Demi.”

“I like to believe I’m in my Martha Stewart era, and when I came across Bella, I wasn’t intimidated by the products,” she said. “They’re easy to use, the colors are fun and different—the surf color is my favorite—and I just knew these were the kitchen products I wanted to use every day.”

Bella’s new “Fits-anywhere” kitchenware collection was developed after research showed consumers are frustrated with bulky black and stainless-steel kitchen appliances. Bella’s products are available in colors such as oatmilk, plum, surf and blossom.

“We spoke to thousands of consumers nationwide and learned that 74% of their countertop space is taken up by appliances,” said Shae Hong, founder and CEO of Made by Gather and Bella. “We wanted to declutter their kitchens, create space and give them more room to gather with family and friends.”

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