The Drum Awards for Marketing - Extended Deadline

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By Katie Deighton, Senior Reporter

November 13, 2017 | 2 min read

A man talking down a camera lens doesn’t often bag The Drum’s Creative Work of the Week, but it does when the man in question is Hollywood comedy veteran Owen Wilson.

In what some may class as an unusual brand partnership for the actor, Wilson has teamed up with sofa retailer Sofology to promote its ‘Feel at home on the sofa you love’ campaign. The ad sees the Marley & Me star absentmindedly muse on the home life of Shakespeare and what would have made him happy.

Agency Alpha Century attracted the comedy actor to the £20m account with the intent on leveraging his star power to drive recognition and distinguish it from competitors. He is also appearing in the brand's sponsorship idents on Channel 4's Gogglebox.

Andy Leadbetter, chief marketing officer at Sofology, said: "In order to disrupt this price and promotion driven market, there is a clear need to change the conversation around sofas. A sofa is a huge part of home and family life, it is where you relax almost every day, it’s where you are together with friends and family and it is where you feel safe and comfortable."

The campaign is being supported with digital, social and in-store activity.

Sofology: advert-body-2 by Alpha Century

By Sofology

Overall Rating 5/5

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