The latest TV advertisement for DFS breaks new ground for the upholstery chain.
There is no mention of discounts or prices and no mention of a sofa until 75 seconds into the 90 second advertisement.
The advertisement, which will run for six weeks, follows the day of a schoolboy suffering a bad day before returning home and the family sofa. It ends with the new strapline Making everyday more comfortable.
You can watch the advertisement here.