dfs pablo 'what's your thing'

DFS takes customer on surreal journey to find perfect sofa

The latest iteration of the retailer's ‘What’s Your Thing?’ brand platform is its third major brand campaign with creative agency Pablo

By creative salon

Furnishings retailer DFS has unveiled the latest chapter of its ‘What’s Your Thing?’ brand platform, marking its third major brand campaign with creative agency Pablo. DFS is set to take over ITVX, with key spots airing during the rugby World Cup semi-final, Gogglebox and Big Brother, as well as contextual ad-pause activity on All4.

The platform, ‘What’s your thing?’ celebrates the idea that there is no right or wrong when it comes to our individual tastes and styles, and promises that DFS will inspire and help people to be confident in finding their ‘thing’. In a category synonymous with promotions and sales, it aims to shift perceptions of DFS from just being the sofa experts, to a brand that actively empowers and helps its customers to make choices that are right for them.

The campaign is led by a TVC shot with director David Wilson via RiffRaff, alongside Creative Group Heads Will Bingham and Victoria Daltrey. In the commercial, we meet a young woman who has just moved home and is overwhelmed by the choices that surround her. We follow her as she is taken on a surreal journey of inspiration, through rooms and landscapes showcasing a diverse range of other people’s ‘things’. From a goat on a lake, to a recliner in the clouds, to a Battenberg cake filled with rooms, we see a rich variety of DFS sofas and beds that suit their owners’ ‘things’ to a tee. By the end of her travels she feels confident picking out the perfect DFS sofa for her.

The work is supported by a TTL campaign, bringing to life people and their things, and in doing so seeks to give customers the confidence to take pride in who they are when it comes to their homes.

Stills photography for OOH reflects key people and scenes from the TVC, and was shot by Dan Burn-Forti.

The campaign will run across TV, VOD, OOH, radio, social and display into the new year.

James Brewer, Marketing Director at DFS said: “To date the What's Your Thing? brand platform has not only been instrumental in stimulating a more emotional connection with our broad customer base, it has also helped strengthen our market leading position. This new ad, which I believe to be the best yet, evolves our belief that our homes should be a unique expression of who we are and by demonstrating the depth and breadth of our range, that DFS is best placed to give customers both inspiration and confidence in their decisions.”

Dan Watts, executive creative director at Pablo added: “We’re so bombarded by other people’s opinions nowadays, it’s easy to forget our own. But in the battle of choices ‘your thing’ should always win. It’s a great point in time to remind customers of this and to build on the consistency of the DFS brand platform, digging a little deeper into what the right personal choices mean to the people of Britain.”


DFS credits

Marketing Director: James Brewer Senior Creative Manager: Kim Knowles

Pablo credits

Executive Creative Director: Dan Watts

Creative Group Heads: Will Bingham & Victoria Daltrey

TTL Creatives: David Carr & Martins Miller, Leigh Wallace and Jason English Art Direction & Design: Cat Williams, Rebecca Slama and Stephen Savory Joint Managing Director: Hannah Penn

Client Partner & Head of Growth: Gina Hood

Business Director: Alex Worthington

Senior Account Manager: Lucy Machin Account Executive: Hamish Hay Partner and CSO: Mark Sng

Planning Director: Chris Turner

Head of Production: Tom Moxham Agency Film Producer: Rose Reynolds Assistant Producer: Amelia Rose Project Director: Amanda Nixon Project Manager: Emma Thompson

Production Company

Company: Riff Raff

Director: David Wilson

Owner: Matthew Fone

Executive Producer: Tracey Cooper Executive Producer: Maurizio Von Trapp


Company: TRIM Editing Editor: Matt Newman Producer: Harry Watts


Company: 750mph

Creative Partner & Head Sound Engineer: Sam Ashwell Senior Sound Engineer: Mike Bovill

Head of Production: Olivia Ray

Producers: Carla Thomas

Post Production:

Company: Untold

Creative Director: Adam Droy

CG Lead: Kartik Gupta

2D Lead: Alex Grey

Executive Producer: Tom Igglesden Producer: Nathan Hoad


Music House: The Hogan

Stills Photography:

Photographer: Dan Burn-Forti Agency: Making Pictures

Media agency:



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