CSL has engaged with TBWA\Manchester in order to create a fully integrated campaign demonstrating how the retailer helps customers find the right sofa for them.
The campaign is the first work from the agency since winning the £15 million ad account following a five-way pitch. A 40” ad is set to run on Wednesday 20 March during the closing break of ITV’s Coronation Street, this will be followed by a series of 30” and 10” creatives supported by press and instore POS illustrating the numerous ways CSL helps customers find their perfect match.
“This campaign sets us apart in the category and celebrates beautifully our position as specialists in finding the perfect sofa. TBWA\Manchester have created a fantastic creative vehicle for our brand and we are delighted with the results,” commented CSL managing director, Jason Tyldesley.
Created by Adam Richardson and Becci Tyrell, the ad is set to Matchmaker from Fiddler on the Roof and sees eight dancers, wearing dresses made from the fabric of sofas in the CSL range, courting an ordinary man in turn before he finds his perfect match. Costume design was handled by Andy Blake.
Fergus McCallum, chief executive at TBWA\Manchester added: “CSL have proved to be a great partner to work with and the campaign shows that they have a real desire to produce work that breaks the conventions in their sector.”