David Reviews

 Biting the hand that feeds us since 2002.

sofaworks
"More For You"
30s
10 August 2016
UK Furniture Retailers

The "so you, so me, sofology" song continues in this latest spot for sofaworks. It's distinctive; we see a decent number of sofa styles... and yet, and yet... somehow the campaign has lost its charm. However, we're not going to lament this too much because - as we've said before - the brand isn't afraid to experiment. We suspect it may soon change again - and who knows what delights it may offer next?

Perkbox
"Office"

Matt said:

I give it 6 months..


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sofaworks
"More For You"
30s
10 Aug 2016
The "so you, so me, sofology" song continues in this latest spot for sofaworks. It's distinctive; we see a decent number of sofa styles... and yet, and yet... somehow the campaign has lost its charm. However, we're not going to lament this too much because - as we've said before - the brand isn't afraid to experiment. We suspect it may soon change again - and who knows what delights it may offer next?

sofaworks
"For All Yous"
30s
23 Jul 2016
There's more than a hint of the 1980s about this curious-looking film extending the sofology conceit. And with our politics hurtling us back towards the divisiveness of that decade, maybe it's a perfect way of capturing the zeitgeist. It's one of those films where you have to keep reminding yourself that the images caught by the camera were actually orchestrated by someone.

sofaworks
"So You"
30s
19 May 2016
We heartily commend the fact that sofaworks isn't afraid of moving its campaign on - especially as we wished for 'more sofa and less surreality' last time. But while it has done just that, the brand's understandable desire to retain elements of previous ads has led to a bit of clunkiness around the 'ology' tag - 'perfectfitology' for instance. Still, the willingness to experiment is what counts here - being fast to accommodate change can be a huge advantage in this sector.

sofaworks
"More Sofology"
30s
20 Apr 2016
Here's another ad in the interesting campaign for sofaworks, reminding us again of the evolution of the brand from slow and sleepy to fast and fun without entirely losing synergy. However, this spot does leave us feeling for the first time that perhaps we could do with more sofa and less surreality. All the same, hats off to all involved for keeping up the bold work.

sofaworks
"Free Neal"
10s
30 Mar 2016
Neal's come a long way since his early days, sleepy and slow on whatever sofa he found himself sprawled across. Now that sofaworld's gone groovy, he has a gleam in his eye and a wide-awake smile. No wonder he's happy the store has decided to cash in on the current clamour for brand mascots and is sending mini-Neals out into the world with its furniture. However, we did a double-take at first when we thought 'sofology Neal' read 'scientology Neal'.

sofaworks
"Here's the Deal"
30s
17 Mar 2016
Order a sofa worth £1,000 or more and you'll get £150 to spend on fashion brands, says this neat little promotional ad for sofaworks. It's simple and fun, and retains all the energy of the brand ad; showing a sequence of sofas and matching shoes, bags and accessories to get the message across. Although we note there's no stuff for guys... what does that tell us about the relationship dynamics of ordering furniture?

sofaworks
"Sofology"
30s
5 Feb 2016
We really like that sofaworks is not afraid to widen its horizons and get a bit adventurous. In fact, a lot adventurous compared with its rivals. Plus in view of the fact that Neal has been such a hit, it's brave to make him less central to their advertising too. And we like this ad. Just as the previous one successfully carried off its cosmic vibe, this one is catchy, different, and appeals to children (also users of sofas) as well as the adults who buy them.

sofaworks
"Neil's Lucid Musings"
30s
23 Dec 2015
Everyone's favourite sloth Neil has been whisked out of his familiar environment and plunged into some kind of stellar darkness. Visible only by the overhead glow of a celestial beam, he gazes at an array of sofas drifting through space and rotating in Fibonacci spirals while Craig Cash tells him he's gone up in the world. Is this what goes on in Neil's head? If only there were some way of knowing...

sofaworks
"Gogglebox Sponsorship"
40s
10 Sep 2015
Neil the Sloth shows he's very much Gogglebox's spirit animal in these nicely made bumpers. While he maintains his trademark position on the settee, the sofaworks team show off their expert training as they quickly join him the moment the alarm sounds. Royle Family fans will also appreciate the transition from Craig Cash's VO here to Caroline Aherne's during the main show.

sofaworks
"Sofology"
40s
16 Jul 2015
This spot shows us what happens at the Sofaworks Training Academy where employees learn all about 'sofology'. Craig Cash ramps it up to the max as he explains the 'no pouncing in the showroom' rule and Neil rocks the Anna Wintour look (as seen in a recent 10" edit) when checking out the new seasonal range. All good fun and very well done - nice to see how this campaign has grown.

sofaworks
"Training Academy"
10s
17 Jul 2015
Neil swaps his customary seat for a folding chair in this short, whereby a range of the latest sofa models parade down a catwalk like the soft furnishings equivalent of Vogue. The sunglasses are a nice touch, making Neil the Anna Wintour of the show. What next? A film based on The Devil Wears Prada, called The Sloth Wears Sofaworks?

sofaworks
"App"
30s
2 Jan 2015
Sofaworks has devised an app that tells you all you need to know about any sofa instore. Handy. Keeps interaction with the salespeople to a minimum, then, so more people might be encouraged to check out the goods without fear of having superfluous seating forced upon them. But we're sure the staff need not fear the prospect of their own obsolescence... after all, who'd look after the Neils?

sofaworks
"Christmas Sloth"
10s
26 Dec 2014
The promotional Little Neil looks happy enough to go off with a stranger in this spot for the jumper-clad soft toy sofa retailer - but Neil Sr looks dismayed and saddened to be left on his own. Not even Craig Cash's gently breezy "See ya!" will convince us that the UK's favourite adult sloth isn't wishing he hadn't bought those Christmas crackers now.

sofaworks
"Order Now For Christmas"
20s
12 Nov 2014
As with Compare the Market, it seems as though a stuffed toy has become reason enough to opt for a specific brand... and you'll get your own 'Neil the sloth' if you order a new sofa in time for Christmas. This is taking pester power to a whole new level as parents across the land prepare to spend hundreds of quid on unnecessary furniture just so their progeny can cuddle up to Neil at night.

sofaworks
"Mastermind"
30s
16 Oct 2014
Neil's under pressure in the spotlight as he takes his place on the Mastermind chair. But then - on goes the light, and he's actually just in a friendly living room on a nice cuddly sofa. This continues to be a very sweet campaign - plus actually, it's a rather perceptive ad as it kindles in us that sensation of relief we feel when the pressure of life is off and we can slump on the couch dribbling crisp crumbs onto our T-shirts.

sofaworks
"Yo-yo"
30s
17 Sep 2014
An astute ad by sofaworks sees them focusing on the way furniture retailers are always either having a promotion or a sale, with a period of high prices in between. Why not, Craig Cash suggests very reasonably, choose to buy your sofa instead from a retailer whose prices are simply low all the time? Neil demonstrates the logic with a radioactive yo-yo.

sofaworks
"Little Neil"
10s
22 Aug 2014
Ah, the power of the cuddly toy. Recognising the ubiquity of the meerkat dynasty, sofaworks has decided to get in on the action with a Baby Oleg of its own: Little Neil - yours to take home when you buy the seating of your dreams. Must make him the most expensive soft toy there is. But he's very cute. And we're sure there'll be a demand: the three teen girls in the DAVID household are already discussing the likelihood of sighting Little Neil on eBay with a view to purchasing all they can find.

sofaworks
"Drop"
20s
13 Aug 2014
Neil the laconic sloth doesn't like volatility when it comes to sofa prices so he prefers the stability of the advertised chain's offers. This is obviously a dig at the tendency of Sofaworks's rivals to always be in the midst of a 'sale' but consumers are so used to this approach that we don't really feel the need to 'hurry' when implored and take all sofa pricing with a pinch of salt.

sofaworks
"Adrenaline Junkie"
30s
4 May 2014
Neil falls from a great height in this spot for sofaworks. Not because he's been knocked off his pedestal; just that he's relaxed a little too much and let go of the pole he was holding onto. Fortunately a sofa in the living room gave him a nice comfy landing, which begs the question: where's the roof, and what happens when it rains?

sofaworks
"Relaxing"
30s
1 May 2014
If you thought sloths couldn't be more relaxed, take a look at Neil... any more chilled and he'll stop breathing. Just in case we don't get the message, he sports a T-shirt with 'Relax' on the front, as he leans back with a contented sigh. It suggests a visit to sofaworks is a more laidback experience than at other retailers, where couples having hissed, venomous rows about size and colour are the norm.

sofaworks
"Shy"
30s
4 May 2014
Shy Neil doesn't respond well to pressure. What he does respond to is a comfy sofa at a comfy price, which he'll find at sofaworks. So that's a relief. Although we always find it disconcerting when we see him, because in our minds he's much bigger than he appears on screen and we always have to remind ourselves he hasn't shrunk in the wash.

sofaworks
"Relax"
10s
17 Apr 2014
Neil the sloth goes a bit zen as he attempts the impossible: relaxing even more than is his natural tendency. He's becoming firmly established as an iconic mascot for the retailer now; in the DAVID household alone there are three girls asking if they can have a sloth for their very own because they're just "so cute and huggy".

sofaworks
"Up Close and Personal"
30s
16 Jan 2014
It's Neil Time again - and in this spot we see him sniffing leather. We like the idea of reminding people that leather - good leather - is a tactile, classy choice of upholstery that smells satisfyingly expensive. And that you can get it at sofaworks. Once again, Craig Cash's distinctive voice underlines Neil's natural slothfulness.

sofaworks
"Doesn't Do Pressure"
30s
26 Dec 2013
We like this. Neil the sloth is a wonderfully memorable creation - and perfectly apt for the requirements of the brand: namely to depict the true purpose of a sofa. He "doesn't do pressure" - something we all want to relate to in these times of urgent sales and limited offers.

sofaworks
"Mr Boombastic"
30s
26 Dec 2013
What a delicious change from the standard formula we see from sofa retailers. Forget couples and families and dogs trying out the latest recliners and space-sucking corner units - here is Neil the sloth doing what comes naturally... relaxing. One of two spots we've seen so far in this campaign, it has everything you need to persuade you that this is the place for your seating requirements.

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