DFS Catwalk Ad
Over the years DFS have used every creative idea going in an attempt to keep their never ending sales message fresh. The Linda Barker link up was brave and created some engagement and, if you liked her designs, then it probably added value to the proposition. However their latest TV ad “catwalk”, in my view, really misses the mark.
Your first impression is that this is an advert for a fashion brand, as the first frame is of the bare back of a size 0 model, then one sees the catwalk, flash bulbs going off and models in the classic poses. The voice over says they have searched the world for….sofas, (it begs the question why?) Then it cuts to the sofas in the middle of the catwalk, and models are walking up to each one, sitting on them and trying to kick over the prices that are superimposed onto the screen, the models pull faces and try and be the centre of attention rather than the prices, this idea was funny when Cherokee clothing did it, but it is not now.
Also the way the prices are shown in the ad is rather confusing - are they the cost of the sofa’s or are they the amount of discount, which the VO says are limited, it is not clear? The star should be the furniture but the camera rarely lingers over the sofas, not allowing the viewer to decide if the style, design and construction looks like something t hey would like to have in their sitting room.
One then wonders why they have produced an ad like this. Using a Spring Collection idea are they trying to position the sofa as a fashion accessory? If so the logical conclusion is that it should be changed each season. What does that say for the production quality of a DFS sofa?
What a shame that the ads do not build on the great, witty and engaging films that DFS have produced for the Skating on Ice sponsorship that they have been running over the past few weeks. These show the furniture being enjoyed by their owners in a familiar environment, they look comfortable and stylish. Hell you might even want to buy one….but then again.
Chris Lovell
Group CEO
Golley Slater
Your first impression is that this is an advert for a fashion brand, as the first frame is of the bare back of a size 0 model, then one sees the catwalk, flash bulbs going off and models in the classic poses. The voice over says they have searched the world for….sofas, (it begs the question why?) Then it cuts to the sofas in the middle of the catwalk, and models are walking up to each one, sitting on them and trying to kick over the prices that are superimposed onto the screen, the models pull faces and try and be the centre of attention rather than the prices, this idea was funny when Cherokee clothing did it, but it is not now.
Also the way the prices are shown in the ad is rather confusing - are they the cost of the sofa’s or are they the amount of discount, which the VO says are limited, it is not clear? The star should be the furniture but the camera rarely lingers over the sofas, not allowing the viewer to decide if the style, design and construction looks like something t hey would like to have in their sitting room.
One then wonders why they have produced an ad like this. Using a Spring Collection idea are they trying to position the sofa as a fashion accessory? If so the logical conclusion is that it should be changed each season. What does that say for the production quality of a DFS sofa?
What a shame that the ads do not build on the great, witty and engaging films that DFS have produced for the Skating on Ice sponsorship that they have been running over the past few weeks. These show the furniture being enjoyed by their owners in a familiar environment, they look comfortable and stylish. Hell you might even want to buy one….but then again.
Chris Lovell
Group CEO
Golley Slater