Furniture brand DFS has a long-established track record for making shouty ads featuring perky families bouncing on its products, so this 90-second spot for the company comes as something of a surprise. Shot by Outsider’s Owen Harris, it tells the story of an arduous but ordinary day in the life of a small boy…
The spot was created by Krow, which was awarded the DFS account in November last year. It aims to promote the brand’s handmade-to-order products, and marks a clear new direction in its advertising style. Let’s hope it’s one it sticks with.
Creatives: Nick Hastings, Jon Mitchell
Director: Owen Harris
Production company: Outsider
Post-production: The Mill
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The August Olympic Special issue of Creative Review contains a series of features that explore the past and present of the Games to mark the opening of London 2012: Adrian Shaughnessy reappraises Wolff Olins’ 2012 logo, Patrick Burgoyne talks to LOCOG’s Greg Nugent about how Wolff Olins’ original brand identity has been transformed into one consistent look for 2012, Eliza Williams investigates the role of sponsorship by global brands of the Games, Mark Sinclair asks Ian McLaren what it was like working with Otl Aicher as a member of his 1972 Munich Olympics design studio, Swiss designer Markus Osterwalder shows off some of his prize Olympic items from his vast archive, and much more. Plus, Rick Poynor’s assessment of this year’s Recontres d’Arles photography festival, and Michael Evamy on the genius of Yusaku Kamekura’s emblem for the 1964 Tokyo Olympics.
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