Housewares brand Habitat has joined forces with creative communications agency Portas for its first TV advertising campaign, shot by fashion photographer Miles Aldridge.
The campaign, which has the strapline ‘We all look but only some of us see’, aims to reinforce Habitat’s credentials as a design brand. It taps into the idea that everyone loves to look into other people’s homes, but while most would be captivated by what’s going on in the house, a Habitat ‘voyeur’ will be captivated by the products within them.
The push launched on Sunday April 19 on Channel 4, Sky Adsmart & 4oD with a TV ad called ‘The kiss’. Shot in Aldridge’s signature style of cinematic hyper real colour, the 20-second spot features a sophisticated looking couple kissing in a stylish apartment. As the amorous couple move out of shot, instead of following them, the camera holds its gaze on the ‘Hendricks’ sofa. The sign off #HabitatVoyeur reinforces the campaign’s message and directs the viewer to social media content online.
A follow-up TV ad called ‘Home Alone’ is due to launch on September 6. This 20-second spot features a man in his underwear dancing around his apartment. The doorbell rings and he moves out of sight, but as the camera holds its gaze it becomes clear that the voyeur’s attention was never on the man in the first place – but on the new rose gold ‘Orrico’ coffee table by Habitat in his lounge.
The TV ads are part of an integrated campaign that includes cinema, digital and social activity. There will be teasers of the TV ad across Habitat’s Instagram and social channels in the week of the ad going live, followed by 30-second ads in the cinema and digital versions of the TV ad online. Habitat is also launching #HabitatVoyeur, an online and social extension of the campaign which takes a voyeuristic view into the homes of culturally influential people.
Jocelyn Dowden, head of marketing for Habitat, said:: “Our customers are instinctively drawn to good design and have an insatiable curiosity about interiors. They enjoy taking inspiration from a wide range of influences, not least how other likeminded people live. Customers tell us that they love the Habitat brand for its statement designs and we know that they will identify with the show-stopping scenes that will bring out the ‘Habitat voyeur’ in them.”