The ad was created by Sheffield agency Uber, which opened in early December. It shows a woman dreaming of a life of comfort where a handsome man brings her champagne and rubs her neck.
However, she is snapped back into reality when her real, far-from-suave boyfriend, whose T-shirt says "Slacker", comes into the room offering her a can of beer and asking for advice on whether he can "nuke" two microwave dinners at once or whether they need to be done separately. The only constant between the dream and reality is her comfortable sofa. The ad ends with the line: "When you're dreaming of pure comfort, think sofas".
DFS was once notorious for its low-budget advertising, with little emphasis on high production values. But more recently it has invested to creative advertising.
The sofa company also signed up the designer Linda Barker, fresh from her appearance on "I'm a Celebrity... Get Me Out of Here", to design a range of sofas and star in a campaign promoting them.
A 2001 ad, created by Ward Longworth & Camponi for DFS, was cleared by advertising watchdogs after 65 people complained because it featured a leather-clad dominatrix.
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