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

'Get house proud,' says Humanaut campaign

Headshot of T.L. Stanley

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. They add “an accent color” to the room. That shade, by the way, is not yellow. It’s horseradish.

Their hidden-storage game is “so on point” that no one knows they even have kids. One gal finally impresses her critical mother-in-law with unique “reactive glaze” table settings. Best. Thanksgiving. Ever.

The campaign, which consists of a 30-second TV spot, several digital ads, banners and social media, is shot in slow motion so decor fanatics can soak in every midcentury modern, crisp white linen and sustainably sourced detail. The reactions are also funnier that way, framed by a tongue-in-cheek narrator.

“There comes a moment in everyone’s life when they buy an item for their home that gives them a true sense of pride. It’s like you’ve crossed over and finally become an adult,” said David Littlejohn, Humanaut’s chief creative director.

Check out the spots, and share your own not-in-college-anymore dwelling with the hashtag #mywestelm.

Client: West Elm
Agency: Humanaut
Campaign Title: Get House Proud

Chief Creative Director  David Littlejohn
Chief Strategist  Andrew Clark
Senior Integrated Producer: Tommy Wilson
Director of Content: Dan Jacobs
Account Supervisor: Michelle Sturgis
Creative Director: Andy Pearson, Liza Behles
Copywriter: Andy Pearson, Liza Behles, Alana Questell
Design Director Stephanie Gelabert
Designer: Carrie Warren, Coleson Amon

Production Company: The Bindery
Executive Producer: Greg Beauchamp
Producer: Myriam Schroeter
Director: Jeff Chan
Director of Photography: Guy Godfree
Production Design: Nicholas Tong

Postproduction: Fancy Rhino
Editor: Tyler Beasley
Postproducer: Katie Nelson
Music Composer: Carl Cadwell / Skypunch Studios

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@TLStanleyLA terry.stanley@adweek.com T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, meat alternatives, pop culture, challenger brands and creativity.