Meet Arlo Sofa.com's new ambassador helping the brand take over the streets of New York

For its assault on the city that never sleeps SomeOne created a new character for the organisation – Arlo.

And Arlo’s bio reads as follows:

Arlo is a lovely chap.

A web-designer by day.

He works at home, a lot.

But is a big fan of movies, popcorn and cuddling up with his girlfriend at night on one of his Sofas.

Of which he has collected quite a few from Sofa.com

Oh, and he’s a Dog.

A wire fox terrier to be precise.

Of the project SomeOne co-founder Simon Manchipp explains: “There is a long history in advertising of Spokes Creatures working very hard for brands — with Arlo, we’re shaping a way for Sofa.com to populate culture, rather than contribute to the land-fill of communications.”Complete with his own extensive back story Arlo will now be leading the march for the brand in America, SomeOne creative director, Laura Hussey, added: “Arlo’s hipster cool persona has been made to come through via a multitude of accessories — it’s been immense fun already and we’ve only just got started.” The creative campaign was shot in ‘painfully cool’ AirBnB apartment in Brooklyn and conducted by long term photographic collaborator Simon Warren and produced by SomeOne’s Rosie Connors. Arlo’s charms will be applied both online and in print to bring his wisdom to New Yorkers.