Plush Sofas is carving out a distinctive new position in the $8bn+ furniture market with a new TV campaign from Akkomplice Group Australia that focuses the brand’s commitment to comfort.

Bucking the well-worn clichés of furniture retailer advertising, the new campaign sets out to prove the point that no one knows comfort like Plush by showcasing its range of sofas being enjoyed not by the usual bevy of generic models, but by pet cats and dogs – the ultimate arbiters of comfort.

The work advises that “when it comes to comfort, trust the experts” and shows a series of four-legged friends relaxing on Plush sofas.

“In a very competitive market this new campaign really stands out and underscore our commitment to providing affordable, high quality sofas that are above all else, utterly comfortable” said Plush Marketing Manager, Wes Kerr.

The campaign marks the first work from Plush since the specialist sofa retailer appointed Akkomplice to work with its media partner Gravia and production house Toffee on a new creative direction earlier this year.

“The Plush team were single minded in their brief that they want to own comfort and were keen to embrace ideas that would help add to the personality of the brand – making it a great brief to collaborate on” said Akkomplice Managing Director, Kenny Hill.

The campaign encompasses TV, outdoor, radio and online was written and art directed by Akkomplice. The TV commercials were directed by Emily Owens at Toffee Productions, with media planning and buying by Gravia Media.

See the work here.