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16 May 2017

Atlanta-Based Havertys Taps "Hidden Figures" Director for New Ad Campaign

Havertys, an Atlanta fixture for over 130 years, is seizing upon the city's burgeoning role as a leader in film and television production.

The furniture company founded by J.J. and Michael Haverty in 1885 unveiled a new advertising campaign featuring the work of Oscar-nominated screenwriter and director Ted Melfi.

Melfi wrote and directed the 2016 historical drama "Hidden Figures," starring Taraji P. Henson in the role of Katherine Johnson; a black physicist and mathematician whose significant contributions to the U.S. space program helped put a man on the moon. "Hidden Figures" was shot on-location around the metropolitan Atlanta area.

The Brooklyn-born filmmaker says he was drawn to the Havertys ad campaign because of the challenge to take something relatively ordinary and make it memorable.

“People are craving humanity in everything we do,” said Melfi. “I’ve never been involved with a campaign and a client that was so comfortable celebrating the unvarnished truth of real life, rather than seeking celebrity or commercialization. The spots are forward-looking and almost irreverent. They’re relatable because they’re us.”

Three thirty second spots -- featuring the tagline “Life Looks Good” -- started airing May 15th.

"Permanent Marker," another Melfi-directed spot, began running late last year.

"Permanent Marker" (Havertys ad) directed by Ted Melfi.

“Against the backdrop of somewhat challenging and uncertain times, we sought Ted’s award-winning direction and creativity to highlight an underlying theme of ‘life isn’t perfect but your home can be’,” said Clarence H. Smith, President and Chief Executive Officer of Havertys.

Smith is great grandson of company founder J.J. Haverty.

“The campaign, conceived by Unbound [Advertising Agency], resonates because it’s grounded in humanity and drives an authentic connection with consumers who ultimately seek comfort at home to escape the outside world, now more than ever,” Smith continued.