I know I know... bad headline ;)
I was shocked at DFS' new cinema ad yesterday, it features no product shots, as far as I recall no mention of the word sofa, no prices, three penguins, humour, and did 'i say no product shots?!
It's not the greatest ad in the world, but it is a: a bold step for furnishing ads, and b: a bold step for DFS. Normally ads for furnishings (especially sofa's and soft furnishings) leave you with a cold clinical taste, or poor celebrity endorsements, or sale overload, etc. This ad leaves you with a chuckle and a positive memory, especially (on second viewing) the penguins.
DFS have started to get it right in 2007, firstly with their idea of the importance of a sofa in the house, then with the (initially shaky) introduction of humour and self-reference (Another sale!), and now with relative subtlety.
I hope this continues into 2008.