Thursday, December 20, 2007

Sofa, so good

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.

5 comments:

Charles Frith said...

And I was only saying a couple of weeks ago to a bunch of people in Shanghai that Penguins are used in ads. They didn't understand what I was saying! Merry Christmas Rob. 2008 is your year for sure.

Rob Mortimer said...

Can't argue with penguins!

Thanks Charles, hope you enjoy Christmas though it will be a bit quiet over there I believe.

I sure hope so...

Merry Christmas!

Andrea said...

You just can't frown at that, it would spook the penguins! It was quite a pleasant surprise :-)

Carly said...

Hi Rob
You mention you want to work as a planner. I'm a consultant specialising in the design and advertising industry and I am looking for a planner in Sheffield!! You can contact me on carly@purple-consultancy.com. Came across you quite by chance when I googled DFS Penguins!
Carly

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