DFS promotes summer sale with 'rock star' ad

A Gratterpalm product story

Edited by the Marketingweek Marketplace editorial team Jul 7, 2008

DFS is tapping into everyone's secret rock star fantasies with a new TV campaign promoting its summer sale.

Retail marketing agency gratterpalm has created the spot for the furniture brand, which features people in their homes playing air guitar, dancing and lip-synching to the track 'Rock Star' by Nickelback.

A voiceover then suggests that 'you don't need to be rock star to afford a new sofa in the DFS Sale'.

Gratterpalm was appointed earlier this year following a competitive pitch.

Rick Ward, joint creative director at gratterpalm, said: "The brief was to convey a strong sale message, while also delivering cut-through against the many other furniture sales that will be taking place at the same time.

"It was also indicated that a strong music track should be considered.

"Our creative features 'real' folk sitting at home in their living rooms on a fantastic DFS sofa, living out their rock star fantasies".

The ad broke on 4 July on satellite and terrestrial TV.