The home furnishings chain made its UK debut earlier this year, with the support of a multi-million pound marketing campaign, but it's the first time the company has branched out into TV ads.
The 30-second film was shot in South Africa, with a soundtrack by Italian singing star Paolo Conte.
Ad agency Isobel planning partner Steve Hastings said: 'We wanted to create a fresh take on the traditional home furnishings store ads and to reflect Ilva's brand personality. Ilva is a different kind of home furnishings store and this ad celebrates that.'
The advert will air over a two-week period, encouraging customers to take advantage of the retailer's January clearance event.
Retail analyst Verdict forecast that Ilva's launch will significantly contribute to the overall growth of the UK furniture market, estimated to reach almost£30 billion by 2010.
The furniture business plans to open 20 stores in the UK over the next 10 years.
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