For the love of life we want to be observant, and discoveries serve our self-actualization, the rough trade needed for mere survival.

London agency Krow is these days a Brit’s delight with a radical change of heart for British furniture maker DFS, known for traditionally using its massive ad budget—some $130 million a year—mostly to annoy people. Its obnoxious, price-let, hard-sell messaging bludgeoned viewers into submission.


Client: DFS Sofa
Agency: Krow Communications, London
Music: Paolo Nutini Growing Up Beside You
Creative: Nick Hastings / Jon Mitchell
TV Producer: Emma Rookledge
Production Co: Outsider
Director: Owen Harris
Producer: Tex Travi
Photography: Stephen Keith-Roach
Post Produkction: The Mill
Editing House: Work Post
Editor: Bill Smedley