UK-based furnishings retailer dfs continues its “What’s Your Thing?” campaign, launched in 2021, with a new installment.

“Funny thing sleep – everyone has a thing,” the voiceover says in the opening of the 30-second ad, which features a woman sleeping in her bed in various positions. The video then continues by illustrating the funny sleep things the narrator mentions, such as “that ‘tossy turny fidgety’ thing,” “that ‘arrogant starfish on a beach’ thing,” “a random thing,” “‘this is a crime scene’ thing,” “the ‘hugging the duvet like is the last thing on the Earth’ thing,” and “the 3AM zombie thing”.

“But whether your thing is ‘living on the edge’ or the ‘just 10 more minutes’ thing, dfs have a better match,” the voiceover says at the end of the advert.

The “What’s Your Thing?” campaign, developed by agency Pablo, celebrates individual preferences and aims to highlight that there is no right or wrong when it comes to taste and style and that, Whatever your thing, DFS has the perfect sofa to match.

A previous advert highlighted that we don’t want a world where we’re all into the same thing and encouraged viewers to ask themselves not what’s other people thing or the neighbors’ thing, but what’s their own thing.

“The new brand platform is based on a truth at the heart of the DFS business: we have the biggest range of sofas as well as expert staff committed to helping you find what’s right for you. By encouraging a two-way dialogue with our customers across our comms, store and digital experience, we can help them feel comfortable and more confident in their choices, and help the whole nation ‘find their thing’,” James Brewer, digital and brand director at dfs, said in a press statement last year.