This spot–produced by Bristol, UK-based animation studio Aardman for agency krow communications in London breaks a campaign for DFS sofas slated to run across the U.K. and Ireland for the next 13 weeks.
The commercial, “Welcome in Spring,” continues the series of DFS ads to feature Aardman-designed characters. The piece celebrates the feeling of renewal provided by the first day of spring while emphasizing the comfort provided by DFS sofas.
It shows an entire street burst into life as spring arrives, with the choreographed, musical-style action triggered by a dust sheet being whipped off a DFS Spring Collection sofa that’s in the middle of a newly decorated room.
In time with the music, Georgie Fame’s “Let the Sunshine In,” the action spreads down the entire street as windows are flung open and spring is welcomed in. The film ends with the line “Making everyday more comfortable.”
Magdalena Osinska of Aardman directed “Welcome in Spring.”
CreditsClient DFS Agency krow communications, London Jo Jephcott, art director; Gemma Galvin, copywriter; Darryl George, Jon Mitchell, creative directors; Emma Rookledge, producer. Production Aardman Magdalena Osinska, director; Nick Miller, producer; Dan Hembery, Dan Pask, editors; Simon Jacobs, DP. Sound Design Aardman and Jungle Studios Music Research Theodore Music
Top Spot of the Week: Nike, W+K Portland, Megaforce Take Us On A “Sunshine” Run
“Winning isn’t Comfortable” is the second chapter of Nike’s “Winning isn’t for Everyone,” extended through the lens of running. It is based on true insights and the realities that runner experience when they lace up their shoes.
It adds the perspective of how hard it can be to just get out the door and go for a run. The idea that if you don’t hate running a little, you don’t love running enough. It celebrates the need and opportunity to push outside a person’s comfort zone to discover what they can accomplish, emphasizing that true victory often requires pushing through uncomfortable moments.
Each film of the series builds on the tension that every runner faces--pushing through the morning dread, the elements outside, the pain of hitting a wall, or even walking down the stairs after a run or race--juxtaposed with the feeling of elation only runners know as they push themselves beyond what they thought possible.
The irreverence of the films--directed by Megaforce via production company Iconoclast for Wieden+Kennedy Portland--is in pairing visuals showing the mundanity of everyday struggles with music that brings to life a contradictory tension. This film, the first to be released, is titled “Sunshine” and shows the inclement weather and obstacles that runners encounter to the tune of “You Are My Sunshine.”
Read More