Press
AdAge - 18 creative campaigns to know about today
Campaign - Top 10 Social Campaigns of 2025
Creative Moment - DFS gets comfy in its new brand space
Creative Salon - DFS dives into surreal style-hunting with ‘What’s Your Thing?’ campaign
LBBOnline - DFS Brings Style Discovery to Life with Thingception TV Spot
YouTube 83% VTR
Meta +57% engagement
TikTok 43% VTR
Pinterest +22% CTR
Meet the Experts...
Nigel
Job title: Sofa Caretaker
Brand value: Trust
Vibe: The OG ultimate hun. Nigel is the kinda guy you’d trust with your life (and your sofa). The enthusiastic company busy body who has been working at DFS forever. Imagine the trusty school caretaker meets sofa expert.
Role: He’s responsible for the welfare and safety of the sofas (and the humans sitting on them) during filming.
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Protects the sofas at all costs.
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Always comes with his trusty tool belt and lanyard.
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Wears his five star Trustpilot pin badge with pride.
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Trust fall aficionado.
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Social hook: The wise caretaker.
Sofia
Job title: Sofa Influencer
Brand value: Style
Vibe: Knows what's hot and what's not. Her phone never leaves her hand. Number 1 priority = keeping fans up to date when the newest sofa lands in store.
Role: If it doesn’t go viral, it doesn’t count. Like every good sofa influencer, she remains humble and grounded but lives for the #SGC (sofa-generated content).
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Can sniff out a trending sofa before anyone else.
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Gives product hauls with honest reviews.
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Shows off her bubbly personality through her socials.
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Social hook: The influencer everyone loves.
Kyle
Job title: The Sofacyclopedia
Brand value: Quality
Vibe: Quality control = Kyle’s love language. He won’t rest until every sofa has all its certifications and Certifications.
Role: Responsible for ensuring each sofa is perfect, meticulously checking each one passes his sky-high standards.
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Nerdy and proud. He’s the epitome of a perfectionist.
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Encyclopedic knowledge of product specifications - even that discontinued footstool from 2004.
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Testing sofa quality is his passion both in and out of work.
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His social awkwardness is lovably endearing.
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Social hook: Lovable spicy nerd.
Chenille
Job title: Sofa Intimacy Coordinator
Brand value: Comfort
Vibe: Our quirky and colourful matchmaker, fluent in the language of love (and sofas).
Role: To create an emotional safe space for humans to find their sofa soulmate.
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Instantly puts people at ease with her kooky, warm personality and gets to the heart of what their ‘true thing’ is.
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Matches cast members to sofas based on their aura.
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Treats matching humans to sofas like a couples’ therapy session.
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Social hook: The love seat guru.
Behind the scenes 👀
📍 @ Nu Boyana Film Studios in Sofia, Bulgaria.
Credits
Social & Digital Agency: Jungle Creations
Producer: Gemma Hall
Creative Director: Molly Tappin
Creative Team: Jezebel Carr & Ellis McKenzie
Business Director: Kitty Lewis-Williams
Media agency: EssenceMediacom
PR Agency: Red Consulting
Sofa shopping = butt cheek equivalent of food shopping. Stressful. But thankfully, The DFS Experts are here to help.
In tandem with Pablo London's ‘Thingception’ ATL campaign, our social content features our Experts in a scripted mockumentary, busy at work behind the scenes.
We created a host of characters and gave them roles that brought a different DFS brand value to life:
Trust = Nigel
Style = Sofia
Quality = Kyle
Comfort = Chenille
Get ready to meet Nigel and the gang 🤝
