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23 April 2021

Over-familiar surroundings.

by Andrew MacGregor

DFS: “Too Comfortable” - 1 min 49s

These well-cast idents for DFS star a couple for whom nothing is taboo on a sofa that's, well, too comfy. While he fiddles with his belly button and shares too much information about a television crush, she licks soup off her jumper and eats ice cream sans spoon. The brand, to their credit, admit they’re partly to blame for such rampant ease.

Released after a year in which many domestic inhibitions have been shed for sanity's sake, each vignette rings true thanks to director Ben Fogg and his game cast. We particularly like the woman's attempt to pick up the phone with her feet—a key part of any couch potato's arsenal. Should raise a smile between chunks of Gogglebox.

Creative Agency: krow Ⓟ Ⓦ
Deputy ECD: Darryl George
Creative Director: Gem Galvin ♀ / Jo Jephcott ♀
Account Director: Emily Cliff
Account Manager: Shelby Whyatt
Strategy Director: Aileen Ross
TV Producer: Emma Rookledge
Director: Fogg Ⓟ Ⓦ (Moxie Pictures Ⓟ Ⓦ)
Cinematographer: Miles Ridgeway
Colourist: Thomas Mangham @ The Mill Ⓟ Ⓦ

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