With Valentine's Day approaching, love is on the protagonists' minds in this new H&M set to the classic love song "Can't Take My Eyes Off You." Only, home furnishings rather than people are the objects of their desire.

A new spot directed by Martin Werner of Bacon (a veteran of humorous commercials for home retailers, such as German's Hornbach) shows how a vase, a rug and a champagne flute all catch people's eyes and seem infinitely more attractive than their cute child, potential fiancee or a guy who's flirting at a pool party. 

The spot comes from Swedish agency King, whose creative director Frank Hollingworth explained: "To clearly show that we have a bit of self-distance in what we do, we have exaggerated the role they play in the customers’ lives. We think it makes for an interesting and joyful feeling, adding a personal touch to the brand."

The campaign is running on YouTube and Meta as well on TV in selected markets. H&M Home is currently available in 56 markets, including shop-in-shops and concept stores, and delivers to 42 online markets.