• by Fern Siegel , July 14, 2025

Gale is is launching a new social-first reality series, “Till Decor Do Us Part,” for Bob’s Furniture. The six episode-series gives one partner in a relationship total control over designing a room — all on Bob's.

“Till Decor Do Us Part” features comedian Gabby Bryan as the host and six real-life couples as the contestants. Each episode showcases one partner shopping for furniture, while the other, along with the host, reacts in real time from the sidelines.

@TillDecorDoUsPart runs across TikTok, Meta and YouTube.

The episodes illustrate design issues and disagreements couples face, while noting Bob's offers enough inventory to satisfy diverse tastes.

“Till Decor Do Us Part” will also feature a TikTok and Instagram content strategy with a variety of recurring features, including a Where’s Waldo-style furniture hunt called “Find the Bob” and sendoffs for iffy design choices called “Furniture Eulogies.”

Josh Braithwaite, Gale managing director, creative, said: “To be effective today, brands across industries must embrace modern storytelling. To develop ‘Till Decor Do Us Part,’ we didn’t start with a TV script — we started with how people actually engage on social media. The result is something that is entertainment first, advertising second — which is exactly how brands earn attention today.”

Bob's CMO Steve Nesle added: “Traditional advertising has an important place in our full stack marketing strategy,” said Nesle. “But increasingly, we need to connect with new audiences in the platforms they frequent with the kind content they consume."

Founded in 1991, Bob’s Discount Furniture has nearly 200 stores across 26 states.

Gale, an 11-year-old business agency, has done client work for Don Julio, Delta Airlines and Chipotle.