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krow Highlights the Perils of Getting too Comfortable for DFS' Channel 4 Idents

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krow launches the campaign as part of Channel 4’s Friday Nights in On 4 sponsorship with DFS

krow Highlights the Perils of Getting too Comfortable for DFS' Channel 4 Idents

krow is behind a new series of idents created for DFS’s sponsorship of Channel 4’s Friday Nights in on 4, celebrating the joys (or should that be highlighting the perils?) of getting ‘too comfortable’ in your own living room.

Breaking on 23rd April, the 10-second idents centre on a couple who might have found themselves getting a little too relaxed in each other’s company after a year of lockdown – from unconventional outfit choices to off-putting personal habits, not to mention a misguided revelation of a celeb crush.

Each film ends with the line ‘Careful, you may get too comfortable’, a playful warning to the viewer that, with a comfy DFS sofa and some great Channel 4 programming, they may also get “too comfortable”.

Nick Ashworth, marketing director at DFS said: “We are delighted with the sponsorship idents. Its a great balance of real insights and humour to contextually fit with Channel 4’s Friday Nights In programming”

John Quarrey, CEO of krow, Group said: “This series of idents, are designed to delight the Friday Nights in on four audience and ensure that DFS is top of mind next time the question of a new sofa pops up.”  

There are a total of 10 films in all. They run on Fridays on Channel 4 from 6pm - 11pm, between 23rd April and 18th June. Media planning and buying is by Mediacom.


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Deputy ECD: Darryl George

Creative Director: Gemma Galvin

Creative Director: Jo Jephcott

Group Head of Strategy: Aileen Ross

Senior Account Director: Emily Cliff

Senior Account Manager: Shelby Whyatt

Head of TV: Emma Rookledge

Agency Producer: Rick Bateson /kworks 

Director: Ben Fogg

Editor: James Henry/kworks 

Post-Production: Thomas Mangham / The Mill

Sound Design: James Saunders / LFO

Genres: Comedy, People

krow London, Fri, 23 Apr 2021 11:32:34 GMT