Over the course of 2020, many office workers have spent the majority of their days at home, whatever that work encompasses. They have navigated flat mates on multiple Zoom calls, pets wreaking havoc in live events or the intricacies of home schooling your way through a curriculum with one eye on Slack.

At a time when people’s homes have become our offices, schools and the place where we seek comfort, Dunelm’s new campaign from MullenLowe celebrates the realities and idiosyncrasies of home living.

‘Home. We get it,’ brings to life real stories sourced from Dunelm customers, communities and colleagues. Consumer insights were gathered via social media and then creatively developed in the film directed by Jesper Ericstam.

The campaign captures those moments that embody what being home really means, from a woman flinging her bra off at the end of a shift to the man struggling with sheet corners and the woman ferociously plumping her cushions. The film captures every walk of life; while each home may be different, viewers  can all relate to the same moments experienced there.

Jemma Williams, Director of Brand and Marketing at Dunelm, explained: “We wanted to show the reality of home, not just bricks, mortar and picture-perfect moments. Comfortable, content, messy and brilliant.”

It’s the messiness of this campaign that feels particularly important; it does not attempt to shy away from the reality of life but rather celebrates it in all its imperfect glory. It’s an example of the power of honest human insight accurately and beautifully reflected in advertising.