From shouty sofa selling to an upmarket 'brand film' - the drastic new DFS TV ad
Furniture retailer DFS has done away with its in your face TV ads in favour of a new 'brand film' intended to appeal to an upmarket audience.
The stylised spot, created by Krow and produced by Outsider, bears little resemblance to the more brash and sales-led DFS ads from years gone by.
Focusing on the day of a life of a young boy enduring a bad day, it contains none of the price or sales messaging which were staples of the brand's previous campaigns.
The 90-second ad ends with the new strapline: "Making everyday more comfortable".
DFS appointed Krow to its £84m ad account in November. The business was previously held by Uber.
The TV campaign will run for six weeks supported by press ads. Media buying is handed by Mediacom.