David Reviews

 Biting the hand that feeds us since 2002.

DFS
"Introductory Savings"
20s
15 January 2017
UK Furniture Retailers

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.

NatWest
"Nuts and Bolts"

Matt said:

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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.

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.

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.

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!

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.

DFS
"Exclusive Brands"
20s
7 Aug 2015
Supergrass's 'Alright' gets another outing in this postscript to DFS's summer campaign featuring the discount sofas you can buy at their outlet stores. There's a strange inconsistency to the product information here... why do we only get to see the price of the third sofa - what the heck's going on with the prices of the other two?

DFS
"Sale of the Summer"
30s
1 Jul 2015
A sunny, upbeat ad from DFS sees families on the beach eschew the traditional art of building sandcastles in favour of making sofas out of the stuff. It's a fun way of communicating the retailer's promise to build a suite to your specifications without getting sand all over the place. Another persuasive piece of work from a brand on good form with their advertising.

DFS
"Exclusive Brands"
20s
25 May 2015
DFS promote their range of exclusive brands with this commercial backing up their main campaign. With Fairground Attraction's 'Perfect' running gently in the background, the VO informs us that the furniture emporium stock sofas from brands you won't find anywhere else. Nothing spectacular, but it maintains the relaxing ambience of the campaign's recent advertising well.

DFS
"Just Right"
30s
23 Apr 2015
The relaxed vibe of DFS's advertising manages to make it look as though giving your home a spring makeover can be a whole lot of fun. Fairground Attraction's 'Perfect' provides a bit of retro charm and the whole things adds up to another persuasive piece of advertising cunningly positioning DFS as a cut above their rivals.

DFS
"Spring"
40s
17 Mar 2015
A lovely, optimistic spot for DFS that nails the way spring can make us feel. As sunlight warms the patterns on the sofa, blooms open up and rugs start growing like ground cover across the wooden floor. Time-lapse photography works superbly here; creating the sense of a world quickening and responding as the season demands.

DFS
"Team GB"
30s
27 Feb 2015
DFS are offering everyone the chance to win a trip to Rio 2016 through their partnership with Team GB. They're not the most obvious company to connect to the Olympics but if people are keen to buy a new sofa for Christmas so they can enjoy all the seasonal TV offerings in comfort, maybe they feel the same way about the quadrennial sporting festival.

DFS
"Ferris Wheel"
40s
23 Dec 2014
This is a pretty neat idea and it leaves us wishing they'd shown a bit more sofa-on-ferris wheel action. Even so, it's been very elegantly done and filmed with the campaign's well-established élan. krow's advertising for DFS is slowly transforming this whole sector and there are now very few shouty furniture ads... which is a blessed relief, especially at this time of year.

DFS
"Santa Returns"
40s
6 Nov 2014
Father Christmas has been used very sparingly by advertisers so far and - for the second year running - the best depiction of the bearded saint has come in DFS's annual bid to persuade us to order a new sofa in time for all the festive fun. Their Father Christmas has been perfectly cast and provokes wonderful knowing nudges from one child to the next as they spy him the vicinity. Of course, instead of distributing toys, this Santa (as he's also known) is delivering sofas - but that's the next best thing.

DFS
"Getting Ready for Christmas"
40s
10 Oct 2014
DFS explains that because of the predictable annual frenzy to get a new sofa in time for Christmas, the retailer is well prepared in advance. To this end we see various family members getting in the festive zone in one way or another while already having the seating situation well and truly covered.

DFS
"Ice Cream Van"
20s
7 Aug 2014
Come on, DFS, hold your nerve! krow has done a sterling job maintaining a surprisingly quality in this campaign but the music and VO in this ad may represent a slide to old habits. We don't want to have our senses assaulted with special offers, we want to feel as though the furniture we find at DFS's outlets will add to our general sense of well-being.

DFS
"Thinking Sunshine"
40s
2 Jul 2014
This cheery spot for DFS suggests summer brings out the best in people. One child gives another her patently superior ice cream, a chap attempts to cool someone down with a tea tray and a second chap surprises his missus with some freshly-picked flowers from the garden. All these acts of kindness take place on various DFS sofas, so make sure you get yours in the sale pronto.

DFS
"Early Bird"
30s
6 Jun 2014
Another in the "June Price Snap" campaign features more sleepy folk who have one ear cocked for various family members hoping to take advantage of their snoozing. Even a large dog isn't sharp enough to snaffle a biscuit his master has temptingly perched on the arm of the sofa he's dozing on. These people are evidently the early birds who have caught their worm and are taking a well-earned nap as a reward.

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