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DFS partners with Early Man for New Year campaign

Characters from upcoming Aardman movie star in retailer’s Winter Sale ad drive.

Aardman and StudioCanal have teamed up with DFS for a special New Year campaign starring characters from the upcoming Early Man.

Characters from the prehistoric comedy adventure feature in the retailer’s Winter Sale campaign.

The new ad – Search for Comfort – was created by krow and features members of Early Man’s Stone Age tribe, an era devoid of creature comforts, discovering true comfort for the very first time on DFS sofas to promote the retailer’s Mammoth Winter Sale.

DFS’ chief marketing officer, Toni Wood, said: “As brands, DFS and Aardman share the same commitment to quality craftsmanship.

“For us, it’s about the craft of hand-making sofas that our customers and their families will love, and for Aardman it’s about the craft of stop frame animation to shape amazing characters and stories.

“The partnership builds on a strong working relationship with Aardman and allows us to creatively showcase the DFS commitment to comfort in a charming and entertaining way which will appeal to the whole family.”

Heather Wright, executive producer and head of partner content at Aardman, added: “What’s not to love about a Stone Age tribe who finally find a comfortable place to sit down? Huge fun was had at Aardman animating the Early Man tribe fighting over their places on the sofa.

“Isn’t it great when two worlds come together to combine the best of entertainment and advertising creativity and it just works?”

The campaign is running until February.

Early Man opens in cinemas across the UK on January 26.

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