Upholstered furniture retailer DFS has announced the launch of its latest instalment of its ‘What’s Your Thing?’ brand platform.
The launch marks its fifth major campaign led by creative agency Pablo, and builds on the retailer’s ‘What’s Your Thing?’ platform, which is all about giving people the confidence to unlock their individuality and find the right sofa or home furniture centrepieces for them.
The TV spot, ‘Thingception’, dramatises this decision making process, propelling a female protagonist through a mind-bending gauntlet of deliberation, resolving in her finding the right ‘thing’ in a DFS store.
The ad was directed by Bradley & Pablo at PRETTYBIRD and created by Will Bingham, Victoria Daltrey, Matt Fitch and Mark Lewis at Pablo.
James Brewer, Marketing Director at DFS, said: “We’re excited to launch this latest chapter of What’s Your Thing?. Our brand platform continues to resonate with our audience, and puts a real stake in the ground for us as market leaders. This latest campaign focuses on our role in helping our customers find their thing, with the TV spot and digital content building these brand associations in complementary ways.”
Dan Watts, Chief Creative Officer at Pablo, said: “As someone that can spend an afternoon deciding which cheese roll to buy and who would perish without some kind of sat nav, seeing DFS do whatever it takes to make choice easy has been blissful. I hope this next push of work reminds everyone that their personal thing is out there and waiting amongst the madness of opinion in today’s world.”
