Sofa ads. They can be a bit, y’know, shouty. But agency krow have decided to ditch the perpetual sales, the foghorns and the models pretending to read in favour of a thoughtful, mellow commercial that focuses on the quiet pleasure of a comfy couch at the end of a hard day.
As Mark Mallinder, Head of Marketing at DFS, explains: “We know that consumers see the sofa as the heart of their home - a place where important emotional moments take place and families spend time - our new campaign aims to reflect that in a way we hope will appeal to them. The sentiment represented in the film is one that everybody can identify with; the feeling of relief after a long day and that ‘ahh’ moment of relaxing into your evening.”
“Boy” sees a small child negotiate the difficulties of being a bit on the short side and in the shadow of his gangling teenage brother. Director Owen Harris has given the campaign a child's eye view. With a gentle, jangly sound track from Scottish rocker Paolo Nutini, the spot repositions the soft furnishings giant.
According to John Quarrey, Founding Partner at krow, it was important to devise a strategy that both acknowledged DFS’ heritage while inviting the public to take a fresh look at the brand. “DFS is a very successful British business with a rich heritage and story to tell and we’re excited to be playing our part in strengthening and building the brand. This film and the 360 degree campaign that goes with it is one of a number of steps we are taking with DFS to drive brand reappraisal and introduce new customers to the brand, whilst reassuring our traditional customers that we are the right choice for them.”
Creative: Nick Hastings / Jon Mitchell
TV Producer: Emma Rookledge
Production Co: Outsider
Director: Owen Harris
Producer: Tex Travi
Photography: Stephen Keith-Roach
Post Production: The Mill
Editing House: Work Editor: Bill Smedley