British homeware brand Habitat is taking to TV advertising for the first time as it looks to push its design credentials to a wider audience.
Shot by photographer and director Miles Aldridge the integrated campaign takes a voyeuristic approach to looking into people's homes, but instead of focussing on the acitivity inside the house, places the spotlight on various items of furniture.
Launching on Sunday (19 April) the campaign, created by Portas, kicks off with a 20-second TV spot called The Kiss which features a couple kissing on the sofa. Instead of following them as they move out of shot, the camera stays fixed on the sofa, to reinforce the idea that Habitat consumers are more interested in good design.
The ad forms part of an integrated campaign that includes cinema, digital and social activity. Teasers of the TV ad will appear across Habitat’s Instagram and social channels, followed by 30 second ads in cinema and digital versions of the TV ad online.
Anthony Cassidy, Portas creative director said the agency wanted to create something that focused on an "honest human truth".
"We all look in people’s windows. Curioisity gets the better of us and everyone is fascinated with looking into how other people live. We wanted to bring that to life in a way which was full of colour and a little bit of tongue-in-cheek humour.”
A follow-up TV ad called Home Alone is due to launch 6 September. The 20 second spot features a man in his underwear dancing around his apartment who moves out of sight as the door bell rings. Again the camera holds its gaze to show that the voyeur’s attention was never on the man but a Habitat coffee table in his lounge.