• DFS’ new advert will be screened for the first time today
  • The ad celebrates the retailers partnership with Team GB and British craftmanship
  • It features Team GB cyclist Laura Trott, gymnast Max Whitlock and swimmer Adam Peaty

DFS has launched a 30-second TV advert to promote its sponsorship of Great Britain’s Olympians ahead of the start of the 2016 Rio Games.

The ad, which will be aired for the first time today and will run throughout the Rio Olympics, also aims to celebrate British craftsmanship and show off DFS’s Britannia sofa.

Titled ‘Great Brits’, the ad features Team GB cyclist Laura Trott, gymnast Max Whitlock and swimmer Adam Peaty, as well as some DFS craftspeople to demonstrate the “best of British design, materials and workmanship”.

The ad by creative agency Krow cuts between the three athletes in training and DFS employees at work in the retailer’s Lincoln House Workshop in Derbyshire. It finishes with a young supporter cheering on the team from a Britannia sofa at home.

DFS head of marketing Mark Mallinder said: “This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa.”

At its interims in March, DFS posted a 12.3% jump in half-year profits and 7% rise in sales, which it said reflected the “current health of the furniture market”.

DFS, which has more than 100 stores across the UK, Ireland and Holland, is trialling a smaller high-street store format trial, following an initial launch at Westfield Stratford.

 

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