LONDON – Throughout the Rio Olympics, DFS are promoting their official Team GB partnership and celebrating the hard work that goes into getting to the top of your game. The brand film, created by krow, heroes DFS’ three Team GB ambassadors: cyclist, Laura Trott; gymnast, Max Whitlock and swimmer, Adam Peaty as well as some of DFS’ own craftspeople. It shines a light on British quality manufacturing by announcing that DFS have been awarded a British Standard for the strength and durability of their sofas and by featuring their Britannia, ‘Great British Sofa’, which is inspired by the best of British design, materials and workmanship and made especially for Team GB.

Throughout the 30 second ‘Great Brits’ ad, the film cuts between the three athletes going through their rigorous training regimes and the DFS craftsmen and women who are hard at work in DFS’ own Lincoln House Workshop, Derbyshire. There is a synergy between the athletes’ and craftspeople’s actions; both look heroic and are beautifully shot in a moody atmosphere to create a stunning and slick sporting brand film. The ad ends on a young supporter cheering on the team from the Britannia sofa at home.

DFS & TEAM GB: Great Brits from krow communications on Vimeo.

“Ok, so the craftspeople at DFS can’t do triple somersaults. But just like the Team GB athletes, they’re skilled and not afraid of a bit of hard graft. We’re glad we got to show that side to them.” Darryl George, Creative Director, krow

“This is a great piece of work to show our support for Team GB in Rio and to highlight the hard work, care and attention our craftsmen and women put into hand making every sofa. That’s why we have the best sofas to watch the Olympics from.” Mark Mallinder, Head of Marketing, DFS

The first 30” TV spot aired nationwide on Monday 1st August and will run until 22nd August. It will also air on cinema from 8th August for 4 weeks.