Homeware retailer Habitat has launched a new TV ad campaign as it continues to reinvigorate its brand credentials under the ownership of Sainsbury’s.

The advert, the latest in its Voyeur series, hits screens on April 5 on Channel 4.

Developed by creative agency Portas, the 30-second spot is shot from the perspective of a voyeur looking into somebody’s apartment.

Habitat's latest TV advert, created in partnership with Portas and directed by Thomas Hilland

The observer is not interested in what the woman in the flat is doing, but rather her sofa; reflecting, the retailer said, the nation’s obsession with interiors.

Habitat’s new ad comes six months after it was snapped up by grocery giant Sainsbury’s, as part of its Argos acquisition.

A fresh start

Since coming under the Sainsbury’s umbrella, Habitat has commenced reinvention and focused on driving brand awareness.

Its new parent has installed a slew of Mini Habitats into some of its larger supermarkets, with plans for more, and Habitat has set about rolling out a spattering of regional touchpoints – the first of which is up and running in Leeds.

Formerly, the homeware brand operated predominantly from around 70 Homebase concessions, which were axed when the DIY chain was sold off to Australian conglomerate Wesfarmers.

Consequently, Habitat made a loss of £18m in 2016, despite sales spiking 15% to £34.9m.

Investing in TV

The Voyeur series, which initially aired in 2015, was the brand’s first televised campaign.

Habitat’s head of marketing Jocelyn Dowden said: “We know that customers love the brand for its statement pieces designed with a sense of fun and we’ve created another stand-out campaign that celebrates this and reflects our customers’ obsession with all things home and interiors.

“Following the success of ‘The Kiss’ and ‘Home Alone’ we’ve continued our investment in TV advertising to support the current expansion of the Habitat brand across the UK.”

Forming part of an integrated campaign covering digital, in-store and social, the advert will run for one month.