krow Creates Campaign Highlighting New Exclusive Hard Wearing 'Resilience' Fabric Range from DFS

krow Creates Campaign Highlighting New Exclusive Hard Wearing 'Resilience' Fabric Range from DFS


MISSION Agency krow London is showcasing the many lives of a family sofa – from toddler playground to home office to dog bed – in a new ad campaign from sofa and furniture expert DFS, promoting its new durable fabric called Resilience.

The campaign includes a 20-second television ad showing kids, pets and a canoodling couple each using a DFS Resilience sofa in their own particular ways, highlighting the fact that it is ‘Oops resilient’, ‘snore resilient’ and finally ‘life resilient’. It ends with the strapline ‘Designed for comfort. Made to last’.

The ad breaks on television this week, backed by digital and social activity running through until 2 November. Media planning and buying is by Mediacom.

Nick Ashworth, Marketing Director at DFS, said: “All our sofas have a 15 year structural guarantee, but we’re really excited to be launching an exclusive range with life-resilient fabric, which has been tested by the Good Housekeeping Institute. We wanted to find a way of really bringing the benefit to life for our customers and we think krow’s campaign does a great job of this.”

John Quarrey, Group CEO at krow, said: “DFS is one of the most famous retail brands in the UK, which reflects how much the team we work with there believes in advertising. When we found out how tough Resilience fabric is, we really wanted to do justice to it by showing just how well it can put up with what everyday life throws at it and look great in the process.” 

James Clifton, MISSION Group Chief Executive said “Perhaps more than ever right now our homes are a place that fulfils many functions in our lives, and this work perfectly captures the many ways in which we put our sofas to the test every day, making resilient fabric a must for all families.”