# Prideful Furniture Campaigns West Elm's New Commercial Encourages Consumers to Get 'House Proud' By Katherine Pendrill | Published 2017-11-14 | Art & Design Source: Trend Hunter, https://www.trendhunter.com/trends/house-proud References: [adage](http://adage.com/article/cmo-strategy/west-elm-airs-tv-campaign/310855/) & [adage](http://adage.com/article/cmo-strategy/west-elm-airs-tv-campaign/310855/) With the holidays fast approaching, [West Elm](https://www.trendhunter.com/trends/paper-christmas-ornament) has released a new ad that encourages consumers to get 'House Proud.' Not only is the new spot the furniture brand's first [holiday commercial](https://www.trendhunter.com/trends/couchmas), but it is also West Elm's first-ever TV campaign. In its new 30-second spot, West Elm shines the spotlight on homeowners who have recently purchased the brand's [high-quality furniture and decor](https://www.trendhunter.com/trends/making-space1). In the ad, consumers are encouraged to proudly show off the grown-up and sustainable furniture that they have purchased for their homes. Cleverly playing on the concept of 'adulting,' the new ad taps into the mind of first-time home buyers who may be purchasing high-quality furniture for the first time. To ensure widespread viewing, West Elm will also air five 15-second web cuts on social media, alongside its 30-second national TV commercial. ## Trend Insights (Trend Hunter) - Score: 1.0/10 - Popularity: 6% | Activity: 15% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Art & Design](https://www.trendhunter.com/artdesign) > [Furniture](https://www.trendhunter.com/furniture) ## Key Themes ### Key Themes Behind This Trend - **Homeowners Showcase:** Opportunity to create platforms or campaigns that feature homeowners proudly displaying their high-quality purchases. - **Sustainable Furniture:** Potential to innovate in the sustainable furniture market by creating more eco-friendly and durable options. - **Social Media Marketing:** Disruption potential in leveraging social media platforms to showcase furniture and decor products in creative, engaging ways. ### Where This Applies - **Furniture and Home Decor:** Opportunities for furniture brands to highlight the prideful aspects of owning their high-quality and sustainable products. - **Digital Marketing:** Innovation opportunities exist for digital marketing agencies to create impactful campaigns that leverage social media to promote furniture brands and their products. - **Sustainable Design:** Potential for disruptive innovation in the sustainable design industry by developing innovative, eco-friendly furniture and decor options. ## Related on Trend Hunter - [Creative Home Campaigns](https://www.trendhunter.com/trends/dream-the-possibilities.md) - [Candid Furniture Campaigns](https://www.trendhunter.com/trends/life-is-not-an-ikea-catalog.md) - [Retail Furniture Market Expansions](https://www.trendhunter.com/trends/hm-home.md) - [Retail Advertising Campaigns](https://www.trendhunter.com/trends/ikea-hides-price.md) - [Springtime Housewares Campaigns](https://www.trendhunter.com/trends/dunelm-the-home-of-bringing-in-spring.md) - [Plush-Starring Sitcom-Style Campaigns](https://www.trendhunter.com/trends/life-in-stitches.md) - [Sleek Modern Furniture Designs](https://www.trendhunter.com/trends/nycxdesign.md) - [Cheeky Holiday-Inspired Sofa Campaigns](https://www.trendhunter.com/trends/couchmas.md) - [Mid-Century-Inspired Paper House Ornaments](https://www.trendhunter.com/trends/paper-christmas-ornament.md)