Throughout the upcoming Rio Olympics, DFS will be promoting their official Team GB partnership by celebrating the hard work that goes into getting to the top of your game. The campaign is based around a new brand film, created by krow communications, which features three Team GB and DFS brand ambassadors: cyclist, Laura Trott; gymnast, Max Whitlock and swimmer, Adam Peaty, as well as some of DFS’ own craftspeople. It shines a light on British quality manufacturing by announcing that DFS have been awarded a British Standard for the strength and durability of their sofas and by featuring their Britannia, “Great British Sofa”, which is inspired by the best of British design, materials and workmanship and made especially for Team GB.
Throughout the spot, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and craftspeople’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home. The spot airs nationwide today (Monday August) and will run until August 22. It will also air on cinema from 8th August for 4 weeks. The spot was produced by Outsider, with post production by The Mill and music from Finger Music.
Darryl George, Creative Director at krow, said: “Ok, so the craftspeople at DFS can’t do triple somersaults. But just like the Team GB athletes, they’re skilled and not afraid of a bit of hard graft. We’re glad we got to show that side to them.”
Mark Mallinder, Head of Marketing at DFS, added: “This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa. That's why we have the best sofas to watch the Olympics from.”