Director Melfi on his quirky new ad project

Director Ted Melfi teamed up with a brilliant cast to bring a fascinating true story to the big screen with “Hidden Figures.” His latest project couldn’t be more different: a series of decidedly quirky ads for the Atlanta-based Havertys furniture company that began airing this week.

Themed “Havertys Can Make Your Home Look Perfect, Even When Life Isn’t,” the campaign conceived by the Unbound agency showcases the goods in a unique, even oddball way. You know how furniture ads usually show people lounging glamorously on pristine divans, or enjoying the perfect meal in their serene dining room? That doesn’t happen here.

In one clip, a mom and daughter show off the durability of their sofa and table by standing on them — while trying to help dad wrangle a raccoon in the attic above. It’s funny without being completely over the top.

“It’s original,” Melfi mused during an interview this week. “I love things that are grounded in reality. It’s not trying to make you laugh, it’s not trying to be precious. It’s trying to be honest. Ultimately, it makes you remember Havertys.”

The spots were filmed here, as was “Hidden Figures,” starring Octavia Spencer, Taraji P. Henson and Janelle Monae as the NASA employees whose flawless command of complex math and engineering put astronaut John Glenn into space. It was nominated for a bestpicture Academy Award, and Spencer earned a nomination for best supporting actress.

“I fell in love with Atlanta,” Melfi said of his time here working on the extraordinary film, based on the nonfiction book by Margot Lee Shetterly. “It’s like down home and honest and hard working all at once. We had such a great time shooting there. Everyone made us feel so welcome.”

The movie not only triumphed at the box office but also became a cultural phenomenon as audiences, including countless school groups, packed theaters across the nation to learn about the crucial role Katherine Johnson and the late Mary Jackson and Dorothy Vaughan played in NASA’s early missions. Johnson is among the honorees to receive honorary doctoral degrees at Clark Atlanta University’s May 22 commencement exercises.

Melfi has been gratified by the overwhelming reception.

“You never know when something’s going to strike a chord,” he said. “When we started the movie, we knew the story was special. The fact that it’s resonated so deeply is a blessing.” Like most of us, Melfi was unaware of the story portrayed in the movie.

“I was like everyone else — I didn’t know about it,” he said. “It’s pretty amazing, all the stories that have been buried in history. We need these movies.”

“Hidden Figures” filmed at locations including downtown Canton, East Point, the now-demolished state archives building, Morehouse College and the Lockheed Martin plant in Marietta.

“I really loved filming at Lockheed Martin,” he said. “Those guys are phenomenal. No one had ever filmed a movie there before. They were enthralled with the subject matter and they willed it to happen.”

He’s currently out west filming “El Camino Christmas” but hopes to get back to Atlanta soon. Not only was he impressed with the local industry workforce and diverse filming locations, but he made his way to the restaurant seemingly on every visiting celeb’s bucket list.

“I had the best pizza I’ve ever had in my life,” he said. (He didn’t even have to name it; we correctly guessed he was talking about Antico).

“I’m from New York, and I’ve had pizza all over the world,” he said. “I have dreams about it.”

CONTRIBUTED BY UNBOUND VIA LAK PR Ted Melfi, who directed Atlanta-filmed, Oscar-nominated “Hidden Figures,” also directed a quirky new furniture ad.