A new DFS ‘Ordinary People’ campaign leveraging its partnership with Team GB launched in mid-June which brought together two sides of the British spirit: honouring its athletes and celebrating the spirit of the whole country (to sell sofas).
Developed by agency krow, the activation aims to drive home the message that the whole country plays a part in Team GB and is led by a hero spot which looks back at the astonishing efforts of people across the country over the last year and which also showcases how sofas have been at the centre of our lives more than ever before.
The idea is that people have supported one another from their sofas throughout the pandemic: ‘we put our feet up for home and country and now it’s time to come together – on our sofas – to support Team GB at the Olympic Games, in Tokyo’.
The creative features DFS’ Team GB athlete ambassadors Adam Peaty, Vicky Holland and Max Whitlock preparing for the Tokyo Olympics with glimpses of their training and performing while speaking directly to camera. The athletes also speak of their own pride of the heroic efforts of harassed homeworkers, home-workout heroines and over-tired home-schooling parents.
The 60-second hero spot and 30-second cut-down ran across national TV and was supported by digital and social channels from 16 June.
“krow’s DFS campaign is celebrating the way we have all done ourselves proud and kept our heads up, pulling together when things seemed hard, and staying home to make a difference,” said CEO of krow Group CEO John Quarrey. “The partnership between DFS and Team GB brings together two sides of the same great British spirit.”
DFS Managing Director Nick Ashworth added: “We wanted to be part of the moment and connect emotionally with the audiences, whilst highlighting our proud partnership with Team GB. It’s an exciting opportunity to draw on the support we have built for one another in the last 18 months, and take it all the way to Tokyo – from the comfort of our own sofas.”
Comment:
The Activative team feels that the style of the ad edit creates an evocative film which offers energy and dynamism familiar in sports creative and the work is punctuated with moments of relatable humour which helps leave viewers feeling proud about what the country has achieved over the challenging last year-and-half.
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