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12 January 2022

The right number of notes.

by Jason Stone



DFS: “What's Your Thing?” - 60s

This is an absolute exhibition of loveliness. From start to end, it's a whirlwind of visual stimulation, aggregating into a meaningful message about the variety of styles available at DFS. Pablo, now with Chris Bovill and John Allison on board to bolster their ambition to become a Champions' League agency, have set out their stall by turning a brand which was once a byword for advertising mediocrity into something else altogether.

It's relentless… in a good way. And it looks fabulous. It immediately raises our expectations of DFS, and makes it a million times more likely that we'd cross their threshold the next time we're in the market for a new sofa at DAVID HQ.

In a LinkedIn post, director Freddie Powell identifies production designer Laura Ellis Cricks as his "hero", and you can see why. She must have had to work non-stop to create everything required for a film which squeezes so much into its 60" length that Emperor Joseph II would probably describe it as having "too many notes". It does of course have - as Mozart riposted - just as many notes as required, no more, no less.

As a commercial, this is fine work. as a statement of intent from Pablo, it's not just fine work... it's very, very interesting indeed.


Creative Agency: Pablo London
ECD: Dan Watts
Creative: Freddie Powell / Chris Bovill / John Allison / Tom Corcoran
Agency Producer: Charlotte Lipsius
Production Designer: Laura Ellis Cricks
VFX Shoot S'visor: Alex Grey @ Untold Studios Ⓟ Ⓦ
Sound Designer: Mike Bovill Ⓦ / Sam Ashwell Ⓦ @ 750MPH Ⓟ Ⓦ

David Reviews is hand-crafted at 7 Seven Sisters, Lenzie, Glasgow, G66 3AW. Editor: Jason Stone. Phone: 0141 776 7766. E-mail: jason@davidreviews.com.