DFS Celebrates the Great British Spirit on the Road to Tokyo 2020 Olympics

krow’s new campaign for DFS spotlights the sofa brand’s partnership with Team GB, honouring its top athletes at the same time as celebrating the spirit of the whole country: together, we all play a part in Team GB.

The film looks back at the brilliant efforts of Great Britain over the last year, showcasing how our sofas have become the centre of our lives more than ever before. 

We supported each other from our sofas throughout the pandemic, we put our feet up for home and country, and now it’s time to come together – on our sofas – to support Team GB at the Olympic Games, in Tokyo

Ordinary people have done extraordinary things to support each other through the most difficult of times. This includes DFS athlete ambassadors, Adam Peaty, Vicky Holland and Max Whitlock along with all Team GB athletes preparing for the Tokyo Olympics. Finally, we have a chance to show the world what we are made of.

We see glimpses of our Team GB athletes training and performing while speaking directly to camera. Our athletes are proud of the UK, and the voiceover highlights the heroic efforts of harassed homeworkers, home-workout heroines and over-tired homeschooling parents. Let’s face it, we all deserve a medal after the last year.

John Quarrey, CEO of krow Group said: “krow’s campaign is celebrating the way we have all done ourselves proud and kept our heads up, pulling together when things seemed hard, and staying home to make a difference. The partnership between DFS and Team GB brings together two sides of the same great British spirit.”

The style of the edit creates an evocative film with energy worthy of a sports ad, punctuated with moments of relatable humour that leave us smiling proudly at what we’ve all achieved.

The campaign launches on 16th June with a 60-second advert, plus a 30-second cut-down, supported by social and digital.

Nick Ashworth, marketing director at DFS, said: “We wanted to be part of the moment and connect emotionally with the audiences, whilst highlighting our proud partnership with Team GB. It’s an exciting opportunity to draw on the support we have built for one another in the last 18 months, and take it all the way to Tokyo – from the comfort of our own sofas.”