CommercialsPop PromosShort Films    UKInternational
Dwell
'The TV Unit'
4 August 2022 30s
The Goldilocks zone.
by Jason Stone

As DAVID has observed on a few occasions over the years, DFS's advertising has been on quite the journey. Once upon a time, it epitomised the 'shouty sofa sale' approach which has been rightly ridiculed for its directness, as well as its glaring paradox of everything always being available at a discounted price.

But that was a long time ago, and the brand's image has since been transformed by krow, who held the account for the best part of a decade, and, more recently, by Pablo London, who have cleverly built upon their predecessor's work.

All of this points to an ambitious marketing team at DFS itself, and a patient one too, as the rehabilitation of the brand was not a project where overnight results could be anticipated. It's clear that this is a company that understands the power of good advertising.

Further evidence of this last point is provided by this excellent commercial for DFS's upmarket offshoot, Dwell. Purchased by DFS in 2014, Dwell is a tricky proposition from a marketing perspective. It appears to provide a useful alternative to consumers who feel they've outgrown IKEA but aren't ready for the pricing and pretentiousness of high-end independent furniture retailers. It's advertising needs to land in the Goldilocks zone that sits between these two very different propositions. This commercial, which was both created by and directed by Charlie Gee and Tian Murphy, navigates this perfectly. A cracking script, performed beautifully by Anna Maxwell Martin, punctures pomposity while simultaneously making an earnest pitch for the hearts and minds of discerning punters.

It's a winning proposition, and should reward Dwell with a lot of new custom.

Product Category: Furniture Retailers

Territory: UK



Pablo London
ECD: Dan Watts
Creative: Charlie Gee
Creative: Tian Murphy
Agency EP: Charlotte Lipsius
Producer: Emily Henderson

Pablito Films
Director: Charlie Gee
Director: Tian Murphy
Producer: Michael Merritt
DOP: Cliff Evans
Editor: Isaac Bell
Colourist: Nedeem Al Astrabadi

Jungle
Sound: Ben Leeves
Voice: Anna Maxwell Martin

  Dwell - 'The TV Unit'


Dwell
'The TV Unit'
4 August 2022 30s

The Goldilocks zone.

As DAVID has observed on a few occasions over the years, DFS's advertising has been on quite the journey. Once upon a time, it epitomised the 'shouty sofa sale' approach which has been rightly ridiculed for its directness, as well as its glaring paradox of everything always being available at a discounted price.

But that was a long time ago, and the brand's image has since been transformed by krow, who held the account for the best part of a decade, and, more recently, by Pablo London, who have cleverly built upon their predecessor's work.

All of this points to an ambitious marketing team at DFS itself, and a patient one too, as the rehabilitation of the brand was not a project where overnight results could be anticipated. It's clear that this is a company that understands the power of good advertising.

Further evidence of this last point is provided by this excellent commercial for DFS's upmarket offshoot, Dwell. Purchased by DFS in 2014, Dwell is a tricky proposition from a marketing perspective. It appears to provide a useful alternative to consumers who feel they've outgrown IKEA but aren't ready for the pricing and pretentiousness of high-end independent furniture retailers. It's advertising needs to land in the Goldilocks zone that sits between these two very different propositions. This commercial, which was both created by and directed by Charlie Gee and Tian Murphy, navigates this perfectly. A cracking script, performed beautifully by Anna Maxwell Martin, punctures pomposity while simultaneously making an earnest pitch for the hearts and minds of discerning punters.

It's a winning proposition, and should reward Dwell with a lot of new custom.

Product Category: Furniture Retailers

Territory: UK



Pablo London
ECD: Dan Watts
Creative: Charlie Gee
Creative: Tian Murphy
Agency EP: Charlotte Lipsius
Producer: Emily Henderson

Pablito Films
Director: Charlie Gee
Director: Tian Murphy
Producer: Michael Merritt
DOP: Cliff Evans
Editor: Isaac Bell
Colourist: Nedeem Al Astrabadi

Jungle
Sound: Ben Leeves
Voice: Anna Maxwell Martin

Dwell 4 August 2022
'The TV Unit' 30s

The Goldilocks zone.

by Jason Stone

As DAVID has observed on a few occasions over the years, DFS's advertising has been on quite the journey. Once upon a time, it epitomised the 'shouty sofa sale' approach which has been rightly ridiculed for its directness, as well as its glaring paradox of everything always being available at a discounted price.

But that was a long time ago, and the brand's image has since been transformed by krow, who held the account for the best part of a decade, and, more recently, by Pablo London, who have cleverly built upon their predecessor's work.

All of this points to an ambitious marketing team at DFS itself, and a patient one too, as the rehabilitation of the brand was not a project where overnight results could be anticipated. It's clear that this is a company that understands the power of good advertising.

Further evidence of this last point is provided by this excellent commercial for DFS's upmarket offshoot, Dwell. Purchased by DFS in 2014, Dwell is a tricky proposition from a marketing perspective. It appears to provide a useful alternative to consumers who feel they've outgrown IKEA but aren't ready for the pricing and pretentiousness of high-end independent furniture retailers. It's advertising needs to land in the Goldilocks zone that sits between these two very different propositions. This commercial, which was both created by and directed by Charlie Gee and Tian Murphy, navigates this perfectly. A cracking script, performed beautifully by Anna Maxwell Martin, punctures pomposity while simultaneously making an earnest pitch for the hearts and minds of discerning punters.

It's a winning proposition, and should reward Dwell with a lot of new custom.

Product Category: Furniture Retailers

Territory: UK



Pablo London
ECD: Dan Watts
Creative: Charlie Gee
Creative: Tian Murphy
Agency EP: Charlotte Lipsius
Producer: Emily Henderson

Pablito Films
Director: Charlie Gee
Director: Tian Murphy
Producer: Michael Merritt
DOP: Cliff Evans
Editor: Isaac Bell
Colourist: Nedeem Al Astrabadi

Jungle
Sound: Ben Leeves
Voice: Anna Maxwell Martin