Article published on B&T on 22. August 2016

Plush Sofas continues to carve out a distinctive position with a new campaign focusing on the leading sofa retailer’s commitment to comfort. Since last year, Plush has been eschewing the well-worn clichés of furniture retailer advertising to showcase its range being enjoyed by dogs and cats—the ultimate arbiters of comfort.

The resulting double digit sales uplift and brand tracking data has shown Plush leapfrogging its competitors for brand awareness.

So to keep the momentum going, Plush is continuing in their collaboration with man’s best friend. The new campaign kicks off Monday with a 60-second film, created by Akkomplice, that focuses on the trials and tribulations of an adorable French Bulldog.

Little Indy is seen facing life as the underdog before being invited up onto the family sofa by his owner as we’re told “We all deserve a little comfort”. The story is set to the soundtrack of “Up Where We Belong”, by Joe Cocker and Jennifer Warnes, best known as the theme to An Officer and a Gentleman.

“In a very competitive market this campaign has been hugely successful for Plush and has driven significant uplifts in showroom traffic and sales, as well as fueling improvements in brand perceptions that have outstripped the entire category” said Plush marketing manager, Wes Kerr.

“It’s great to see such positive results from our advertising, but rather than resting on our laurels we’re expecting this latest installment to drive results for the brand even further.”

The new brand film was directed by Emily Owens of Toffee Studios and will break on national TV and online today, followed by cinema and substantial outdoor, radio and social activation.

Client
Wess Kerr, Plush Sofas

Accomplices
Akkomplice (creative agency); Kenny Hill (creative director); Gravia Media (media); Toffee Studios (production); Emily Owens (director); Lauren Sellwood (producer); Christina Radburn (producer); Katie Millwright (DOP); Ian Carmichael (editor); Alchemy Audio, Keith Thomas (sound); Pocket Post, CJ Dobson (post); Luke Hura (dog trainer)

See the work here.

View the original article on B&T.