West Elm's First TV Ads Capture Your Ascent to Adulthood in Slo-Mo

'Get house proud,' says Humanaut campaign

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You’ve come a long way from lumpy futons and milk-crate coffee tables, and you’ve figured out the whole sham, sectional, thread count thing. You know it’s a window treatment, not a curtain.

Maybe the next step is to “Get house proud,” like the characters in West Elm’s first TV ads, who are creating an environment so stylish that it makes their friends want to take off their shoes before entering. That’s a first. It could be the chic area rugs.

Is this an HGTV fever dream or a real living situation? That’s for you to decide, but for those who yearn for grownup furnishings (“Your couch has another couch for your feet—it’s called a chaise”), this campaign from Humanaut may speak to you.

In the work, the first from the agency for the Brooklyn-based brand, people don’t haphazardly buy pillows.



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