Don’t have a Fluent Device of your own to star in your Christmas ad? Don’t despair – you can always hire one. Sofa retailer DFS are a familiar presence on festive British TV with very direct activation style ads for their annual sale. But this year they’re also doing a spot of Christmas brand building, with the help of Aardman animation superstars Wallace and Gromit.
Sharp-eyed viewers may remember seeing Wallace and Gromit in 2019’s Christmas ads, too, but then they were advertising catalogue brand Joules. If the audience realised the comical duo were advertising mercenaries, they didn’t seem to mind – the pair’s turn for DFS performed just as well, with another 5-Star score. We’ve analysed “Hired Devices” and found that they often work better in the short-term for a brand, not the long-term, but DFS uses its guest stars cleverly, to build up the brand’s core associations with comfort.Back To All
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