David Reviews

 Biting the hand that feeds us since 2002.

DFS
"The Big Sofa Test"
30s
15 March 2017
UK Furniture Retailers

DFS return to Aardman's charming animated work for this ad, which focuses on the stress tests they put their sofas through. Wacky machines put the furniture through its paces, including a disembodied derriere denting the seats relentlessly like a 'sixteen stone man sitting down nineteen times a day for fifteen years'. That is, indeed, a whole lot of sitting.

Birds Eye
"Battered Cod"

Matt said:

Worryingly loud to try and distract from the terrible dubbing...


CLICK HERE TO SEE CLIP

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DFS
"The Big Sofa Test"
30s
15 Mar 2017
DFS return to Aardman's charming animated work for this ad, which focuses on the stress tests they put their sofas through. Wacky machines put the furniture through its paces, including a disembodied derriere denting the seats relentlessly like a 'sixteen stone man sitting down nineteen times a day for fifteen years'. That is, indeed, a whole lot of sitting.

Fiat 500
"Forever Young"
1 min 45s
10 Mar 2017
This psychedelic ad for Fiat takes us on a surreal journey through time to celebrate sixty years of their 500 model. Animator Cyriak has created something hypnotically compelling to debut at the Geneva Motor Show - his trippy, trademark style with its beat-driven replications works to great effect here.

DFS
"Helix"
10s
13 Feb 2017
DFS insist time's a-wastin' on their latest savings. This 10" ad introduces us to another one of their discounted sofas and tells us to act fast if we want the strangely-named Helix for our very own at a bargain price. What are you waiting for? Hotfoot is down there now and you might even blag a free cushion.

Labour Party
"Committed to the NHS"
3 mins 40s
23 Jan 2017
This sober, serious and Corbynless party political broadcast for the Labour Party wisely concentrates on the NHS. It's in genuine crisis under the Tories' watch and remains both a touchstone issue and one of the few areas where Labour is more trusted than their opponents. But the divisions within the party make them an impossible proposition to sell right now and - solid as this is - it can't get past that.

DFS
"Plane"
20s
30 Jan 2017
DFS are so excited about the closing days of their sale they're flying a stop-motion plane around with a banner touting the big savings. This brief ad calls on their larger campaign and its charming animation, making it stand out against the general almost-static sofa shots which dominate this genre.

DFS
"Introductory Savings"
20s
15 Jan 2017
The DFS winter sale continues and the furniture retailer has some "special introductory prices" to tempt consumers. As is par for the course, we're shown a variety of sofas while the VO reels off the necessary information: a fifteen-year guarantee, nothing to pay for a year... all the greatest hits, really.

DFS
"Winter Sale"
30s
12 Jan 2017
See, not all winter sale ads have to be drab affairs. DFS return to the handstitched factory introduced in their Christmas ad, where Aardman's charming character designs produce some fun moments as we tour the workshop. We especially like the 'no hands!' flourish from one employee. In the end, we see one of their handcrafted sofas in action, so to speak.

DFS
"Special Delivery"
30s
1 Nov 2016
DFS employ Aardman's stop-motion expertise for this charming Christmas ad. In the same mockumentary style as Creature Comforts, we're given a sneak peek behind the scenes at the retailer's Derby workshop. Hand-stitched spokeswoman Laura believes it's their craftsmanship, work ethic, and delivery options that make DFS the perfect option before Christmas.

Kinder
"Small People"
30s
18 Oct 2016
This ad is a charming continuation of Kinder's animated campaign for their kid-size bars. Our little guy decides he's 'stopping to grow up,' because Kinder chocolate is just the right size for small people and he doesn't want to lose access to his favourite confectionery. What they don't tell you, wee man, is that when you're big enough you can reach the treat cupboard and nobody can stop you eating as much chocolate as you like.

DFS
"Doo Wop"
20s
30 Sep 2016
With the Olympics and Paralympics now a distant memory, DFS get back to the day job of providing customers with affordable comfort. While a doo wop track keeps things in motion, the VO outlines the retailer's autumn/winter collection, complete with competitive pricing, handmade design, and - reminding you how quickly 2016 has flown by - guaranteed Christmas delivery.

Kinder
"Playtime"
30s
10 Sep 2016
Kinder Surprise embarks on a pleasing new direction with this ad directed by Nice Shirt's Liz Murphy. Instead of the cloyingly artificial depictions of fun typically used by the brand, this piece features family members taking authentic pleasure from each other's company with the chocolate egg's miniature toys at the heart of it all.

DFS
"Medal-Winning Design"
30s
2 Aug 2016
The exertion of Team GB is neatly matched by the craftsmanship of DFS's design team in this slick ad for the furniture retailer. After some steely-eyed contributions from both camps (with some lovely goggle work thrown in for good measure), the starter's pistol prompts these athletes and workers to do what they do best. Thanks to the lovely visuals and the pulsing soundtrack, the juxtaposition superbly conveys the brand's patriotic vim.

DFS
"Confetti"
30s
29 Jun 2016
The Dave Clark Five's 'Glad All Over' scores this sunny commercial which sees DFS in a patriotic mood. Red, white, and blue reams of confetti erupt from chimney stacks and sofas to celebrate the furniture retailer's national recognition of quality. The visual motif also ties in nicely with the brand's sponsorship of Team GB, all the while communicating their seasonal discounts in eye-catching fashion.

DFS
"Olympic Tickets"
30s
9 Jun 2016
While Team GB get a sweat on at this year's Rio Olympics, DFS want to ensure armchair and sofa supporters alike enjoy the action in comfort and style. As an extra incentive, the retailer are offering lucky customers the chance to see the athletics showpiece in the flesh. As this ad shows, the Roberts clan are determined to make it to Brazil by going all out on new furniture.

Virgin Trains
"Race"
60s
15 May 2016
As we chart the progress of a young woman preparing to run 20K in a fish costume, we're once again reminded how a journey made using one of Virgin Rail's trains will leave you ready for anything. It's just as well she's well-rested as she has a lot to deal with during the race including interference from a rival dressed as a shark. Who will come out on top in this marine battle? You hardly need ask.

DFS
"Spring Sale"
20s
25 Mar 2016
This plain sailing 20" commercial from DFS maintains the upbeat vibe of their main spring ad while promoting their Easter offerings. The suitably chirpy VO outlines the retailer's emphasis on choice and style, while the film demonstrates how their range of both static and adjustable sofas can fit into any home situation with ease. Simple and effective.

DFS
"Spring Mood Board"
30s
15 Mar 2016
A young woman spreads her mood board on the floor as she contemplates some new decor for summer in this typically bright film for DFS. She then disappears into her collection of cuttings and - via some neat post-production jiggery pokery - leaps from one item to the next which allows the furniture retailer to draw attention to a number of different styles.

DFS
"Falling"
40s
24 Dec 2015
'What sofa will you fall for?' asks the VO at the conclusion of this ad which has whole families falling gently towards living room furniture. The connection between falling people and falling prices is clear and it's wrapped in a Christmassy warmth that serves the brand well. Each side of the festive period must be very busy in DFS-land.

DFS
"Santa's Back"
40s
6 Nov 2015
Streets light up as Santa passes in his DFS delivery truck, getting new sofas to punters in time for Christmas. It's the same actor as last year (or it's the real Santa... who knows?) and it possesses just the right level of seasonal bonhomie to communicate the furniture retailer's ability to get us sorted for the 25th - if we order soon!

Nutella
"Your Way"
20s
3 Nov 2015
Nutella has jumped on the personalisation bandwagon with this perky ad drawing attention to the innovation. The rhyming ad with a whistled tune explains how you can have a label with your name on it, to emphasise the fact that everyone has their own favourite way to consume the chocolate spread. And - if you think about it - it's an idea well suited to a product found in workplace kitchens and shared facilities in universities.

DFS
"Trust DFS"
20s
1 Oct 2015
This functional piece of work sitting alongside the main branding campaign may not be the work the agency would choose to represent their labours on this account, but it is calm and unhurried - and that alone makes it better than 90% of the ads in this sector. With their annual 'buy a new sofa for Christmas' push already under way, expect more communication like this in the next couple of months.

DFS
"Ready for Christmas"
40s
2 Oct 2015
DFS are first out of the traps in this year's race to remind punters that Christmas is almost upon us. For a number of years now, the furniture retailer has marketed sofas as though buying a new one is as essential to our enjoyment of the festive season as a giant bird in the oven, a dead tree in the house, and copious amounts of strangely-flavoured alcohols.

Virgin Trains
"Bound For Glory"
90s
17 Sep 2015
This is a triumphant celebration of Virgin Trains's capture of the East Coast franchise to complement their existing West Coast routes. The young man at the centre of the commercial has travelled by train to visit his girlfriend's family for the first time and needs his to be on his 'A Game' to win them over. What follows is a delightful depiction of how he achieves this.

Fiat 500
"Reloaded"
30s
7 Sep 2015
Fiat are all about putting a modern twist on the classics and more often than not, they come up with pleasing results in their advertising. Their mantra on a chalkboard leads into a montage of design iterations backed by Ella Eyre's cover of the Emotions' 'Best Of My Love'. The different elements all combine to create a sleek and upbeat demonstration of a brand looking back to move forward.

Pets At Home
"Wainwrights"
30s
12 Aug 2015
Pets At Home stick with their tried and tested method of showing lovely clips of frolicking pets as sent in by the public. The chain suggests the best way to keep ensure our companion animals are always keen for adventure is to feed them Wainwrights... available exclusively at Pets At Home. As we've seen before, charming the target audience is the name of the game and it's shrewdly done again here.

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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.