DFS has launched a summer Sale campaign that centres on shoppers’ rock-star fantasies.
The ad features individuals sitting on DFS sofas in their homes, playing air guitar to the song Rock Star by rock band Nickelback, featuring the tagline: “You don’t need to be a rock star to afford a new sofa in the DFS Sale.”
Unlike some beleaguered big-ticket furniture retailers, DFS has shown little sign of curbing its advertising and marketing spend during the credit crunch.
In March, the furniture giant launched its Easter ad campaign to promote half-price bargains. It featured shoppers cutting sofas in half to demonstrate the savings to be made.
The summer Sale ad, which will run throughout the summer, was created by retail marketing agency Gratterpalm.
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