The sofa specialist has partnered with Aardman – the studio behind Wallace and Gromit – to create a series of animated Christmas TV adverts.
The multichannel campaign, designed to highlight DFS’s “commitment to craftsmanship”, features some of the retailer’s factory employees recreated as handmade, animated characters.
DFS chief marketing officer Toni Wood said: “Over the past few years, we’ve worked hard to showcase the quality and craftsmanship that underpins everything we do, but the new campaign takes that storytelling to the next level.
“We wanted to put our talented craftsmen and women front and centre of our brand storytelling and lift the lid on the role they play in making our business the British success story it is.”
The first of the adverts, which took more than six months to produce, launched earlier this week.
DFS reported record full-year figures last month with sales up 7.5% and EBITDA up 5.8%.
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